Former Boohoo Group exec Mark Elliott becomes Director of Tech at The Fragrance Shop

Mark Elliott is starting a new position as Director of Technology at The Fragrance Shop.

In a LinkedIn post, he said: “Exciting times ahead and some fantastic projects in the pipeline.”

Elliott was previously Solutions Architect at ghd. His CV also includes a stint at Boohoo Group, where he served as Chief Architect.

YOOBIC

The Fragrance Shop has deployed YOOBIC's AI powered retail operations platform for frontline teams.

Berni Hawkins Rusby, Chief Strategy & Growth Officer at The Fragrance Shop, said: "When great people meet great technology - that’s when transformation truly happens. Today marks a proud milestone for TFS as we officially launch YOOBIC across all our stores and our Fragrance Quarters (FQ) teams."

"After a successful pilot in area three, YOOBIC has already proven its power to simplify how we operate, strengthen communication, and enhance visibility across every level of the business. At 9am this morning we took that success company wide.”

“This isn’t just about a new system, for us, it’s about evolving the way we work. It empowers our people to focus on what matters most: delivering an exceptional experience for every customer, every time."

Rusby added: “A huge thank you to everyone involved, from the YOOBIC sales team who sold the dream, to the project and implementation teams who delivered on their promise and continue to partner with us as we enter our next phase of evolution.”

“To our incredible internal project team, our stores and FQ teams, your passion, engagement, energy, and feedback will make YOOBIC not just a platform, but a genuine force for progress. Together, we’re building a smarter, more connected future for retail."

Fabrice Haiat, CEO and Founder at YOOBIC, added: "This roll-out is a powerful testament to what happens when a great retail culture meets the right technology. Huge congratulations to the The Fragrance Shop teams for driving this transformation with energy and ownership and thank you for trusting us as your partner on this journey."

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by VenHub Global, 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.