Bed retailer Bensons for Beds has made a key appointment to its senior leadership team as it drives the transformation of the business.

Francesca (Frankie) Haynes will join the bed retailer on 9 May as retail director. She joins from Costcutter and has also worked for other leading retailers including Aldi, Asda and B&Q.

Frankie has significant experience of retail, customer services, human resources and engagement and culture and will report to Nick Collard, Bensons’ chief commercial and digital officer, who is adding executive responsibility for retail.

After facilitating a smooth transition, Alan Williams, Bensons’ current managing director for retail will step down at the end of the September after 23 years with the business.

Bensons’ chief executive officer Mark Jackson, said: “Alan has been the pivotal person in building the business into what it is today – his understanding of the customer is nothing short of inspirational.

“But as much as I’ll miss Alan’s wise counsel and wish him all the best for the future, I’m looking forward to our next chapter as we continue our transformation.” 

Nick Collard said: “I feel very privileged to be taking over responsibility for retail from Alan as we start accelerating our omnichannel thinking and bringing it to life in the stores and online. Frankie’s extensive retail experience is going to be a tremendous asset to Bensons.”