The Body Shop has announced the appointment of Jordan Searle as general manager for the brand in the U.S. and Canada. In his role, Searle will oversee the strategy and performance of the beauty brand’s North American division in retail, wholesale distribution, marketing, e-commerce and activism.
Searle joined The Body Shop North America in 2021 as Vice President of Omnichannel, where he was responsible for omni-channel planning and strategy, and developing the framework to deliver sales, commercial incentives, and general merchandising. Prior to joining The Body Shop, Searle spent much of his career working with lifestyle apparel brands developing sales distribution and commercial strategies. Additionally, he played a pivotal role in developing and expanding direct-to-consumer practices for ECCO and Canada Goose in North America and Europe.
“Jordan has had a successful introduction to the business since he joined us just over a year ago as Omnichannel Director,” said Caroline Le Roch, Managing Director for Europe and North America, The Body Shop. “He brings great retail experience from his time at Canada Goose and ECCO where he led the introduction of its elevated retail concept. As we continue our focus on growth and delivering our changemaking mission, we’re confident his deeply collaborative leadership skills, affinity for our brand and expertise in retail, ecommerce, and marketing make him an excellent choice to lead the future of The Body Shop in North America.”
According to the beauty brand, Searle will leverage his experience to help advance The Body Shop’s omnichannel transformation with a strategic focus on retail and e-commerce. Among his priorities are realigning initiatives to accelerate growth; expanding the brand’s Workshop-concept retail locations in Canada; growing sales for the brand’s skincare category; driving customer acquisition; and accelerating The Body Shop’s social and environmental impact.
“The Body Shop North America is entering an exciting new chapter,” said Searle. “Now more than ever, we’re leaning into our activist roots, championing our assortment of effective and ethical product that caters to every body, and driving positive impact through our aggressive sustainability agenda. I am energized to work alongside our talented team in North America to deliver the brand’s purpose-led mission while continuing to elevate our customer experience.”