Boots’ global expansion sparks marketing rejig
Plans by the Boots Company to open stores internationally have sparked a wide-ranging shake-up of its top marketers.
The company is to test outlets in the Netherlands, Thailand and Japan through a series of joint ventures with local companies.
The Boots Retail Thailand managing director role has been given to Martyn Bell, marketing and merchandise director of its Halfords subsidiary.
Bell will find premises for a head office in Bangkok, work with joint venture partner the Minor Group and search for a marketing director for the operation.
His role at Halfords will be taken by ZoëMorgan, the marketing and merchandise director of Boots subsidiary AG Stanley, which runs the Fads DIY chain.
Morgan’s replacement is currently being sought, although it is not known whether this will be an internal or external appointment.
The Netherlands operation will be headed by Peter Stone, formerly director of store planning at Boots the Chemist. The former director of customer service Mark Wells will be marketing and merchandise director.
Meanwhile, the Japanese trials will be headed by Bill Spence. The director of marketing will be Peter Milburn, previously director of strategic marketing at Boots Healthcare International. He has yet to be replaced.
The international trials are key to the Boots Company’s growth, as it is close to reaching market saturation in the UK.
Boots takes on P&G, page 10
