Sara Ferrero, CEO of Joseph Group

LONDON, United Kingdom — Sara Ferrero is one of those once rare but increasingly common fashion executives who spent the early part of their careers outside the fashion industry. After six years at McKinsey & Company, the management consultancy, she entered the fashion business at Furla, the Italian accessories brand. Under her leadership, Furla’s retail sales tripled to over 360 million euros in less than five years.

Last year, Joseph, the London-based fashion retailer, tapped Ferrero as its new CEO, and since then she has been executing on a plan to revive the once-hip chain to its former glory. With more than 120 stores scattered across several countries, and a turnover of over £85 million, the Joseph Group is an important player on the global fashion scene. But in recent years, Joseph had somewhat lost the original excitement that drew the fashion hordes under the brand’s charismatic founder and namesake, Joseph Ettedgui back in the 1970s.

I spoke to Sara at the Joseph showroom to get the inside scoop on her strategy to take Joseph back its roots, starting with its store in London’s Westbourne Grove, which celebrated its official launch during London Fashion Week.

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