UK-based retail chain Nice ‘n’ Naughty recently announced its appointment of a new CEO — Emma Humphreys. This marks the first executive-level change of this kind in the company’s 21-year history.

Humphreys joined Nice ‘n’ Naughty almost a decade ago as a part-time accounts assistant. She went on to become head of HR and has also handled all aspects of store licensing for the last eight years. Humphreys was also key in sourcing Nice ‘n’ Naughty’s purpose-built headquarters in Warrington.

Director Trish Murray stated that, without Humphreys’ hard work and determination, the license of the new boutique would have been an impossible task.

“Emma has the 2020 vison that both myself and [fellow director] Simon Prescott have for the company,” said Murray. “There is not a single member of the Nice ‘n’ Naughty team that doesn’t hold Emma in the highest of regards and, having been with Nice ‘n’ Naughty from the beginning, I was impressed with how Emma worked with the council on the application of the new boutique store.”

Since the industry-wide impact of COVID-19, Humphreys has been working to insure that the company website runs smoothly, with orders processed and shipped daily. Humphreys also works to support the rest of Nice ‘n’ Naughty’s staff.

“As we prepare to re-open the stores, Emma is also sourcing the specific safety and hygienic items needed for our staff and customers to ensure they are safe and secure,” Murray shared.

“I am honored to be offered this position and will continue to support both directors and all the staff in every way I can,” Humphreys said.

“Nice ‘n’ Naughty is such a unique company in this industry, as we all work together to create an environment that is both perfect for the customer and the employee,” she added. “I have always been aware that the people within this company gives it its strength, and I am an example of how the company invests in the team and sees the potential that each one of us has and strives for us to achieve this. I will take on this new role knowing the future is going to be incredible for all of us.”

For more information about Nice ‘n’ Naughty, visit www.nicennaughty.co.uk. Contact Humphreys via emma.humphreys@nicennaughty.co.uk.