London, United Kingdom, February 2026 — Schuh has announced the appointment of Laura King as Chief Marketing Officer, effective immediately. In her new role, King will lead Schuh’s marketing, creative, visual merchandising, brand partnerships, public relations, purpose, talent, and community functions, as the retailer sharpens its focus on culture-led brand engagement.
Laura King brings over 20 years of marketing experience across brand and agency environments, with deep expertise at the intersection of fashion, sport, and youth culture. She joins Schuh at a pivotal time as the brand looks to strengthen its position as a leading fashion footwear destination for Gen Z and Gen Alpha, driven by inclusive, community-focused storytelling and cultural relevance.
Prior to joining Schuh, King held senior leadership roles at Accessorize, where she served as Global Marketing Director and led a comprehensive brand transformation. Her tenure was marked by record profitability, strong digital and social growth, international store expansion, and the repositioning of the brand through refreshed values, creative direction, and customer engagement strategies.
Before Accessorize, she was Brand Marketing Director, Europe at Urban Outfitters, where she oversaw brand and marketing strategy across Europe. During this period, she led large multidisciplinary teams, redefined brand positioning, strengthened cultural relevance, and delivered strong performance through periods of significant market disruption.
Earlier in her career, Laura spent nearly a decade at Wieden + Kennedy, working on globally recognised consumer brands including Nike, Honda, Tesco, Arla, and the United Nations. She managed the Nike account and held senior leadership positions spanning account management, new business, and global brand strategy, building award-winning campaigns and long-term client partnerships.
Alongside her executive career, King currently serves as Vice Chair and Non-Executive Director at Save the Children UK, contributing to governance, finance oversight, and supporter engagement for one of the world’s largest child rights organisations.
Her appointment reflects Schuh’s ambition to build culturally relevant, purpose-driven brand experiences that resonate with the next generation of consumers.
About Schuh
Schuh is one of the UK’s leading footwear retailers, with over 120 stores nationwide. Known for championing self-expression and youth culture, Schuh combines bold fashion, community-led initiatives, and a strong commitment to social impact through its “Do More Good” platform, supporting causes and communities that drive positive change.
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