AllSaints has appointed Emine Kaptanoglu as its new Global Digital Director, joining the British fashion brand from Reiss.
Kaptanoglu joined the business on 2 November, bringing more than 15 years of experience in digital and retail. She spent more than seven years at Reiss, where she most recently served as Head of E-commerce & Customer, overseeing its global e-commerce strategy and leading a platform transformation.
Before joining Reiss, she spent almost 15 years at Topshop, where she held the role of Senior Digital Trading Manager.
In her new position, Kaptanoglu will oversee the global digital commercial strategy and online customer experience for both AllSaints and John Varvatos, across all regions and channels. She will report to Chief Executive Officer Peter Wood.
Her appointment follows a series of senior leadership changes at the business over the past year. Sean Trend joined as Chief Financial Officer in February 2026, followed by Nichole Strydom as Chief Merchant in May. Designer Aaron Esh was appointed Chief Creative Officer in November 2025 and unveiled his first collection for AllSaints in September 2026, alongside a refreshed brand identity.
Chief Executive Officer Peter Wood said: “Emine has a proven track record of bringing teams together and delivering great results, with creative energy and a forward-looking vision. Her expertise in digital and premium retail, and her success in driving profitable eCommerce growth, will be invaluable as we continue to accelerate our global digital expansion.”
AllSaints, founded in East London in 1994, operates around 220 stores, concessions and outlets across the UK, Europe, North America and Asia. The group acquired US menswear brand John Varvatos in October 2021.