Whitemeadow has announced the appointment of Nichola Bell, who joins the company to lead sales for two of the furniture industry’s best-known brands, Westbridge and Alexander & James.
Nichola is widely known and respected across the industry, bringing with her a wealth of experience, strong customer relationships and a deep understanding of the upholstery market. The sofamaker says her appointment marks an important step in Whitemeadow’s plans to revive and develop both Westbridge and Alexander & James, following the group’s recent investment in the registered trademarks and IP rights.
Westbridge and Alexander & James will sit under WM Collections, a newly formed company within the wider Whitemeadow Group, created to provide a dedicated home for the brands as they move into their next chapter.
While further details around product plans, launch activity and timings will be shared in due course, Whitemeadow says Nichola’s appointment represents a clear statement of intent as the group begins to shape the future direction of both brands.
Whitemeadow CCO Daniel Oscroft says: “We recognise that both brands have been through a difficult period, and it is important that we are honest about that. However, Westbridge and A&J remain names with strong recognition and affection within the trade. Our focus now is on giving both brands a fresh start, backed by the strength, stability and long-term commitment of the wider Whitemeadow Group.
“This is not about simply picking up where things left off. It is about shaping the next chapter for both brands, rebuilding confidence with customers and bringing them back to market in the right way. Nichola’s appointment is a very important part of that journey, and we look forward to sharing more as our plans develop.”
Nichola adds: “I’m incredibly excited to be involved in shaping the future direction of Westbridge and Alexander & James. Both brands have strong recognition within the industry, but this is also an opportunity to create something fresh, relevant and distinctive for the market.
“My focus will be on working closely with the wider team to develop ranges that have a clear identity and point of difference, while respecting the heritage of each brand. We are paying close attention to the detail so that, when the products are launched, they feel considered, commercial and exciting for our customers."
