AllSaints names Emine Kaptanoglu global digital director

British contemporary fashion group AllSaints has appointed Emine Kaptanoglu as its new global digital director, effective November 2, 2026. Kaptanoglu takes on global responsibility for the digital commercial strategy and online customer experience across all regions and channels for both AllSaints and US menswear label John Varvatos. She reports directly to chief executive officer Peter Wood.

Kaptanoglu brings more than 15 years of experience in premium digital and retail operations. She joins the group from British fashion retailer Reiss, where she spent over seven years, serving most recently as head of e-commerce and customer. During her tenure at Reiss, she managed the international e-commerce strategy, oversaw end-to-end platform transformation initiatives and drove digital revenue growth year-over-year (YoY).

Wood stated: “Emine has a proven track record of bringing teams together and delivering great results, with creative energy and a forward-looking vision. We are thrilled to welcome her to our senior leadership team. Her expertise in digital and premium retail, and her success in driving profitable e-commerce growth, will be invaluable as we continue to accelerate our global digital expansion.”

Leadership team expansion

The appointment marks the latest addition to the executive line-up at AllSaints following several leadership appointments over the past year. Sean Trend joined the business as chief financial officer in February 2026, while Nichole Strydom was named chief merchant in May 2026. Additionally, Aaron Esh, who took on the role of chief creative officer in November 2025, led the rollout of an updated brand identity introduced in September 2026.

Prior to her position at Reiss, Kaptanoglu served as senior digital trading manager at British high street brand Topshop. In her new post, she will lead digital commerce and customer engagement across both brands in the portfolio.

Kaptanoglu added: “AllSaints and John Varvatos are brands with a distinctive identity and a loyal global following. I’m delighted to join at such an exciting time for the group and to work with colleagues across the organisation to deliver an exceptional digital experience for customers and support the continued evolution of both brands.”