Who is Debenhams' Sergio Bucher?

The department store's new boss used to run Amazon's fashion business and knows a thing or two about Lycra.

by Adam Gale

So, Debenhams has a new boss. Michael Sharp will leave the troubled department store on June 24, the day after the MT Live Future of Work conference (and some vote thing, which someone booked on the same day...). Next to take the hotseat: Sergio Bucher.

Bucher represents an interesting choice. For the last three years he’s headed up Amazon’s fashion business in Europe, where his highlights included teaming up with the Kaiser Chiefs to showcase the tech giant’s menswear collection and opening a 46,000 square ft fashion studio in Shoreditch. His mission was to make Amazon the go to place for clothes shopping.

For reasons that were perhaps out of his control, that’s not happened yet. But the implication is clear: Debenhams sees its future on the web. ‘Sergio's wealth of e-commerce expertise, international experience and clear leadership qualities stood out,’ said chairman Sir Ian Cheshire. ‘I am confident we have the best possible person to realise the potential of "new Debenhams" as a leading international multi-channel retailer with a bright future.’

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