Top Arcadia marketer picked by Oasis

Principles, will join Oasis in June. She replaces marketing manager

Karen Hendry, who moved to Arcadia in October to oversee marketing for

Dorothy Perkins and Evans.

Although her title will be marketing director, Russell’s appointment is

not at board level. Her role will include developing a strategy for

internet shopping, plus developing the Oasis loyalty card programme,

launched last October. She will also oversee advertising, which is

created in-house and consists of press ads in newspapers and fashion

magazines. Adspend for 1998 was pounds 211,000 (Mintel).

Oasis, which has 137 stores, confirmed Russell’s appointment as it

announced a strong set of results for the year to January. Turnover

increased by 20% and like-for-like sales were up 9%.

The chain recently unveiled a new store design called ’Oasis 2000’,

created by Fitch, which uses a blue fascia instead of the chain’s

traditional purple and cream look. The design will be rolled out to all

Oasis stores.

Also new is a standalone Oasis Accessories chain, the first of which

launched at the Bluewater shopping mall. This year’s plans include

introducing a range of Oasis branded fragrances and Oasis watches.

Brothers Maurice and Michael Bennett, deputy chairman and chairman

respectively, control 23% of the company. The Bennetts have denied

recent speculation that they plan to sell the company on their

retirement.