‘I like to give customers confidence through feminine polish!’

Beth Butterwick is the CEO of Karen Millen, and has previously held senior roles at Bonmarché, Gap and Marks & Spencer. She lives in London with her husband and their two children

Ever since I was young, I’ve adored fashion. I did a fashion design and marketing degree, worked at Jigsaw and Jaeger during university holidays, and even made my own clothes. I wanted to be a designer, but my parents were horrified; they had ambitions for me to be a lawyer or accountant!

During my degree, I did a six-month placement in Marks & Spencer’s lingerie department. I quickly realised I enjoyed the commercial side more than designing – putting ranges together, running shoots and managing budgets gave me a buzz. I did Marks & Spencer’s graduate training scheme and stayed for 16 years, leaving as head of buying for accessories.

Following stints at Gap and MS Mode, I joined Bonmarché. Within eight weeks, the business nearly went under. Thankfully, we managed to sell it to a private equity firm. We put half of our 400 shops into administration, but saved more employees than we thought we would and, in six months, had returned the business to positive growth. We floated Bonmarché on the stock market 18 months later. People have suggested I have a reputation as a ‘turnaround’ specialist, but I just enjoy making a difference.

In 2016, I joined Karen Millen as CEO. It’s a global business with 400 stores in 58 countries. When the brand launched, it brought premium fashion to the high street. More recently, it had lost its way, but the DNA was still there. I wanted to put the customer back at the heart of the brand – she’s strong, dynamic, and needs clothes and accessories that fit her busy life. We’ve now gone back to tailoring, workwear and what I call ‘car-tobar’! My strategy includes investing in digital and sorting our in-store experience – there are plans for changing-room Champagne!

My home life runs like clockwork. My children are 17 and 15 and we do a lot together, but they’re independent, too. I go to the gym three times a week and map out my day from the treadmill. I live on lists – they run my work and home life.

My proudest career moment was taking my children to the London Stock Exchange when Bonmarché shares started trading. I opened the market that morning and it was important that my husband and kids came so they could see that at times when I’d been absent through their lives, it was all worthwhile.

At Karen Millen this season, we’ve got sequin jumpsuits, dresses, tops, and beautiful jacquard print designs. Velvet is big for us, too. Ultimately, I hope our customers feel like we give them confidence through distinction, with femininity, sassiness and polish.

Making a DIFFERENCE

is what I enjoy