It’s been a privilege: IT Director Richard Baker departs Dreams and heads for Flamingo Horticulture

Richard Baker has left Dreams, a UK-based bed retailer and manufacturer specialising in beds, mattresses, bedroom furniture and bed linen, where he spent over 10 years, firstly as Head of IT then as Director of IT.

His new role is as Group IT Director at Flamingo Horticulture, a business active in the growing, processing, marketing and distribution of sustainably produced flowers and premium vegetables.

In a LinkedIn post, he said: “After ten happy and successful years at Dreams it’s time to say goodbye.”

“Being part of Dreams’ success and seeing the company go from strength to strength is something I feel very proud and privileged to have been a part of. To my team, past and present, thank you for your support, resilience and commitment. Everything we’ve achieved here has always been a team effort!”

He added: “To my colleagues, it has been a pleasure working with you. Thank you for making my time at Dreams such a fulfilling experience. It’s been a privilege to lead its IT for the last ten years and work with so many talented peers.”

“I wish everyone at Dreams every success as you move to the exciting next chapter.”

Also on the move

Sarah Curran has left True Fit, a fit personalisation platform for fashion retailers, where she served as Global Chief Marketing Officer.

In a LinkedIn post, she said: “After almost three years at True Fit Corporation, I took the decision to step down and create a new chapter.”

She added: “Turning 50, moving to France and other life challenges, I decided to create my new future, and going to back into startup mode. My happiest times, and most authentic self has been in this raw experience. Look forward to bringing my new business to life.”

Rob Weaver

In February, announced the appointment of former Snap and Bazaarvoice executive, Rob Weaver, as its Chief Revenue Officer (CRO).  

William R. Adler, CEO at True Fit, commented: “Rob joins with a wealth of experience in coaching high performing teams to dream big and realise those outcomes.”

“He has a unique blend of inspiring energy, strategic mastery, and high-character coaching that drives world class teams to outperform ambitious goals.”

“We’re thrilled to have him on board at such a critical time for True Fit’s growth, and we know his expertise and vision will have a seismic impact on delivering success. Rob is a perfect culture fit for our executive team, which is full of high performing, extraordinary people driven by ambition and impeccable values.”

Weaver said: “It’s an exciting time to join the team – the True Fit star has been rising for some time now, as retailers and brands recognise the central role connected data plays in delivering customer experience, conversions and customer lifetime value (CLV) on the one hand, while reducing returns on the other.”

“I look forward to working with the team across our US and European markets to accelerate and realise True Fit’s unlimited growth.”

At the same time, True Fit announced the promotion of Curran from MD EMEA to Global CMO. 

Former Luxury Director at fashion retailer Shop Direct (now The Very Group), Curran joined True Fit in 2020 as Managing Director (MD) of Europe, having worked with the firm as a retail adviser between March and July of the same year. 

She previously founded her own affordable luxury fashion e-commerce site, My-Wardrobe, in 2006 – a seven year tenure which saw her awarded an MBE for services to fashion.

At the time of her promotion, Curran commented: “Coming from the retail side, and understanding as a retailer what the shopper demands are and knowing the data that is available from True Fit’s Fashion Genome as I now do, this is such an important tool and partner for retail.”

“This is particularly true in today’s climate, as retailers grapple with rising returns rates and spiralling costs of customer acquisition, while cost-of-living pricing and promotions sensitivities from shoppers put even more pressure on retailers to discount in order to drive demand.”

“Data that can help retailers leverage insights to sell more at full price, whilst minimising operational costs - especially around reverse logistics and returns - will not only protect margin in the short-term, but help grow customer loyalty and CLV in the longer-term.”