Ex-Moonpig boss takes CEO role at Eve Sleep

Ex-Moonpig managing director James Sturrock has been named CEO of mattress and sleep products brand Eve Sleep.

Sturrock, who prior to Moonpig held senior roles at Direct Line Group, including general manager of the commercial direct division, will begin his new role on 10 September.

His appointment comes after the AIM-listed retailer parted company with CEO and co-founder Jas Bagniewski in July, with the business admitting it had made strategic mistakes and that sales have fallen short of expectations.

The organisation is also embarking on a new strategy that will see it rein in previously ambitious international expansion plans and refocus on its core markets in western Europe.

Following Sturrock’s arrival, interim CEO Abid Ismail will continue in his role as CFO of the company. He has been acting as joint CEO-CFO since the summer.

Eve also announced today that Nikki Crumpton has joined the board as senior independent non-executive director, replacing Peter Hepworth who has decided to step down from his role.

Paul Pindar, chairman of Eve Sleep, commented: "Today's appointments are a major coup for Eve and a strong endorsement of our business and its growth potential.

“I am delighted that such a high calibre CEO in James is joining the business. His proven experience in leading and developing online companies will be essential in driving eve forward to seize the substantial market opportunity ahead."

He added: "In addition, Nikki's wealth of marketing and advertising industry knowledge which she brings to the board will be invaluable for our business where brand is absolutely key."

“Eve has a bright future ahead and with today's senior leadership appointments I am confident in the company's long-term prospects, and look forward to working closely with both James and Nikki."

Eve is due to provide an update on its strategy later this month.