boohoo group, a leading online fashion group, has announced the appointment of Samantha Helligso as CEO of MissPap, the women’s pureplay fashion brand which was acquired by boohoo earlier this year. She will join in January 2020.

The appointment marks the return of Samantha to boohoo, where she started her career 12 years ago in the marketing department under Co-Founder Carol Kane.

She left the group in 2011 to take up a global position at Bench, before joining MissGuided in 2012 as Creative Manager and working up to Brand Director in 2018, where she led and executed the strategic brand vision across global campaigns – social, influencer, marketing and creative.

In 2017, Samantha’s talent was recognised when named in Drapers 30 Under 30, an industry-wide initiative that celebrates young talent making their mark on the sector.

John Lyttle, Group CEO, says, “MissPap has great potential and represents an exciting opportunity as we extend our multi-brand platform. Samantha is an outstanding and highly-regarded talent, and we are extremely pleased that she is returning to the group to lead MissPap.”

Samantha Helligso says, “I see MissPap as an incredibly exciting business with huge potential. My aim will be to create a thriving culture of passionate people empowered to do what they’re good at.”