Fisher joins the UK retailer of hardwood furniture at an exciting time, and will help drive its impressive growth. The company already has almost 100 showrooms nationwide, opening stores at a rate of one per month on average, a strategy which Fisher will continue to drive in 2018.

Oak Furniture Land’s digital presence in the USA market is well established, with plans to open stores in the next 12 months.

The new appointment follows the arrival of Ruth Harrison-Wood as CMO in November 2017, who was brought in to bolster the senior management team. Fisher succeeds Terry King who takes the role of CEO with immediate effect.

Fisher was previously chief executive officer at Watchshop and served as a director of Aurum Group Ltd. He has over 20 years’ experience gained across public and privately owned businesses, ranging in size from FTSE 100 through to SME, including Tesco PLC, Walmart, Morrison’s PLC, Clarks International and Mothercare.

Alex Fisher explained his immediate priority centres on how Oak Furniture Land can further increase its customer centric focus. “Re-enforcing the distinctiveness of our already excellent brand and product offer needs to be at the forefront of our focus," he says. "A seamless experience across all of our customer touch points will ensure that we’re able to attract and retain both new and existing customers across all markets as we accelerate our global ambitions.”

Commenting on the appointment, Jason Bannister, founder and executive chairman of Oak Furniture Land, adds: “Alex brings a wealth of multi-channel and international experience which will prepare us for our next phase of rapid growth, and will particularly help strengthen our digital capabilities and overseas opportunities.”