A creative mind for END. Clothing’s next chapter

The challenge

With no CMO in place, END. Clothing was missing a vital voice at the table. The investors and the board were looking for a Non-Executive Director (NED) as an expert on brand and product launches – and on how to elevate the brand, evolve it and protect it.

They needed an experienced voice who could operate comfortably at board level. Someone who instinctively understood streetwear but had operated at scale. Who could speak creative and storytelling in the same breath as data and conversion.

Our approach

We work best at the intersection of brand, growth, and enriched customer experience. We started by mapping the landscape to build a tailored target list across luxury, fashion, sportswear, digital marketplaces and culture-led consumer brands – to give us a complete overview of the market in the UK and northern Europe.

From there, we combined in-depth research with trusted relationships, drawing out 105 potential NED candidates from our market mapping and adding another 46 from our own private well-honed network. Each individual was assessed for chemistry, knowledge, creative calibre, and ability to steer conversations to outcomes.

We reached out to a select number of executive leaders to have deep, intelligent conversations, and introduced only the ones who truly fit. In the end, five stand-out individuals met the board and investors.

The result

Katrien Bouwman stood out from the start. At Apple she leads all marketing for Europe, bringing together storytelling, design, retail and digital in one of the most admired brand ecosystems in the world, coupled with a deep track record at Nike globally.

Katrien now sits alongside a leadership team drawn from LVMH, Prada and Burberry. Her influence is helping to shape END.’s growth plans across own-label, womenswear and new market expansion, elevating the customer journey from first click to home delivery…and beyond

Brand brilliance with board-level impact

Katrien brings more than just experience. She brings fresh perspective, customer engagement instinct and a deep understanding of what makes brands matter. With her on the board, END. will confidently continue to shape the direction of fashion culture. Her appointment strengthens the creative core of the business and gives the team a trusted voice to help steer smart, sustainable growth.