Feelunique raids Amazon for new CEO

Online beauty retailer Feelunique has appointed Sarah Miles as its new CEO.

Miles will join the company in November from Amazon, where she has spent the last five years running the eCommerce titan’s apparel business in Europe and launching its Fashion Private Brands operation across the continent. In her first role at Amazon, she was responsible for its home and garden division in the UK.

Miles, who also spent 12 years at drinks brand house Diageo in multiple senior roles, replaces Joel Palix, who announced his departure from the Feelunique hotseat in February.

“I am absolutely thrilled to be joining Feelunique, an exciting brand at a very exciting time,” she explained.

“It is an honour to join the team who have compiled over 500 leading brands on the site, and world-class content for our customers. I look forward to working with the team to drive a vigorous path to growth with this unbeatable mix of assets.”

Robert Bensoussan, chairman of Feelunique, talked up Miles’ international, brand and digital experience.

“These skills will help Feelunique to continue to strengthen its position as Europe’s leading online premium beauty retailer,” he noted.

At Diageo, Miles’ final position was as managing director of wines, and prior to that she also led group’s luxury brands division. In both cases she was responsible for digitising the business, re-designing marketing strategies, and delivering sales growth.

She also led Diageo’s whisky brands globally, took charge of the group’s innovation function in Europe, and was responsible for the whole portfolio of Diageo brands when living in Asia-Pacific.

The departing Palix has set up his own consultancy, Palix Unlimited, and plans to be an active shareholder and adviser to the Feelunique business.

Founder and previous CEO, Aaron Chatterley, who has maintained an active shareholding in the company, recently moved back into a more operational role, helping oversee key supplier relationships.

COO, Jim Buckle, and chief marketing officer, Jen Roebuck, shared responsibility for the day-to-day running of Feelunique following Palix’s departure. They now assume their respective full-time roles.