Australian fashion label Shona Joy has shaken up its leadership team this month.
Danielle Millar has been shifted from her COO position and will take on Shona Joy as the chief executive officer. Meanwhile, Jenny Huang has been promoted to chief financial officer after eight years as the brand’s financial controller.
According to the brand, both appointments come as the fashion label reports significant growth, especially in international markets. The US business has reportedly expanded 24x, while the Middle East operations have grown 41x since 2017.
The growth in the Middle East comes after the brand opened its first international pop-up store in Dubai last year.
Since Millar joined the business in 2017 as the national sales manager, Shona Joy has shifted from a wholesale-reliant operation to an omni-channel model, with its head office headcount expanding by 195 per cent over the last several years to a team of 65 permanent team members today.
“We’ve continued to embrace opportunities to grow and evolve,” Millar said. “Focusing on building our D2C presence, relaunching our website as our digital flagship store.”
Also since 2017, Shona Joy’s online business has reportedly grown 7x in terms of net sales after returns.
“We’ve taken a very strategic approach to our international expansion, working closely with premium wholesale partners to build awareness in key regions globally, while also driving sales through our online channel.
“It’s been an extraordinary journey so far, and I'm incredibly excited to lead our talented team into the next phase of our global success.” – Danielle Millar, CEO
Founder Shona Joy Thatcher expressed her confidence in the new leadership team.
“Danielle and Jenny have been instrumental in driving the growth for Shona Joy,” she said. “They are both extremely dedicated to our brand values and strategic vision. As we enter a milestone year for the business, celebrating our 25th anniversary in 2025, I couldn’t be more excited to see them lead us into this exciting new chapter.”