Herriman joined Boden in 2013 with a brief to overhaul the brand and drive international growth. Over the last five years, Herriman has led Boden’s brand from strength to strength, enjoying strong growth in all three of its core markets, the UK, US and Germany. More recently, the brand has expanded its high street presence through select wholesale partnerships with Nordstrom in the US and John Lewis. Herriman has overseen brand partnerships with British icons such as the Roald Dahl estate, as well as the creation of its own stores.

In 2016, Herriman was named as Ad Age’s Woman to Watch, the judges citing the changes she delivered at Boden as a determining factor in her winning the award.

Herriman says, "Boden is a unique family company and I am extremely proud of how the brand has evolved over the last five years. It’s taught me to be entrepreneurial and aim high so I feel now is the time to leave and challenge myself even more."

Jill Easterbrook, CEO of Boden, adds, "Penny is a great member of our leadership team. Her passion for the Boden brand is infectious and she has achieved much here. She will be sorely missed, and I am sure will be equally successful in her next venture."