After another record year in 2021, LullaBellz has made internal appointments to support the business in its growth for what it plans to be a third year running.

Changes will come into place across warehouse operations, appointing new Head of Operations, Ian Skinner, who will be responsible for increasing the efficiency of LullaBellz logistics processes, and orchestrating the move to a larger warehouse.

Ian has plans to streamline the current process and safeguard the company against any further shipping delays as experienced across the board in 2021. He will also be responsible for the staffing structure and improving the efficiency of the customer response team.

Following wholesale success on major online fashion retailers ASOS, Prettylittlething.com, Boohoo, Missguided and I Saw It First, LullaBellz is set to expand its wholesale portfolio further by at least 50% in 2022, and become globally visible.

New Wholesale Manager, Ruairi Spence, formerly at fashion brand Glamorous, will lead in this area of growth. Ruairi said:

“We know our customers and where they like to shop, so it’s important for us to be listed in the places of similar interest to our target market, both existing and new.

“If our customer is likely picking up an outfit from PLT, we are making their shopping journey easier by being able to pick up a LullaBellz hair piece in the same place.

“Working with fashion wholesalers also allows us to bridge the gap between hair and fashion. Trend-led hair products and accessories are a huge focus for 2022, which should really increase our appeal to fashion wholesalers.”

LullaBellz adds to the ever expanding marketing team with Digital Marketing Manager, Anne-Marie Odesanya, formerly at MissGuided and CurrentBody.

Set to oversee LullaBellz digital strategy, Anne-Marie will be working closely with SEO and Paid Media agencies to ensure customer retention and new customer acquisition. She will also be heavily involved in the appointment of a new PR agency to assist with the UK and US expansion.

Owner and CEO, Laura Smith, said:

“LullaBellz has huge plans for 2022 on a scale like never before. We have made structural changes and are continuously growing and refining our customer experience. We also have so many exciting launches upcoming that will be completely different to anything we’ve done in the past.

“We are putting a huge investment into our US expansion and are expecting to see record growth in the company this year, so we’re super pleased to have a solid team going forward to achieve this with.”