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Eve recruits new boss

Mattress company Eve has recruited a new ceo and a non-executive director, both with strong marketing experience.

James Sturrock, former md of online greetings card and gift company Moonpig will join as ceo on 10 September.

He will succeed co-founder Jas Bagniewski, who left in July after the company admitted it had lost focus on developing the brand in its core markets and underestimating what was needed to expand across Continental Europe.

Sturrock joined Moonpig in 2014 and delivered four consecutive years of double-digit revenue and EBITDA growth, expanded the product offering, and led the successful rebranding of the business in 2017.

Once he joins, Abid Ismail interim ceo will continue to be cfo.

Nikki Crumpton has joined as senior non-executive director. She is the founder of brand and communications consultancy The Active Strategist and has previously held senior roles within international agencies including McCann Worldgroup where she was regional planning director EMEA, and as chief strategy officer for McCann London for seven years. She succeeds Peter Hepworth.

‘Today’s appointments are a major coup for Eve and a strong endorsement of our business and its growth potential. I am delighted that such a high calibre ceo in James is joining the business. His proven experience in leading and developing online companies will be essential in driving Eve forward to seize the substantial market opportunity ahead,’ said Paul Pindar, Eve chairman.

‘In addition, Nikki’s wealth of marketing and advertising industry knowledge which she brings to the board will be invaluable for our business where brand is absolutely key. Eve has a bright future ahead and with today’s senior leadership appointments I am confident in the company’s long term prospects, and look forward to working closely with both James and Nikki.’


Sturrock said he was ‘excited to be joining the business at this point in its journey. Eve is a brand-leader with an outstanding product range, operating within an exciting and developing market place with a real opportunity ahead. I look forward to building on the strong foundations in place and taking the business on to achieve its potential.’