Simon Schofield: Transforming Fashion Retail with Leadership Power and Industry Lessons

Introduction

Simon Schofield has emerged as a significant name in the fashion retail industry. His journey from early retail planning roles in the United Kingdom to becoming the Former MD at Witchery and now the Chief Product Officer (CPO) at Myer shows a career built on strategic insight, adaptability, and resilience. His professional path reflects both inspiring achievements and the complex challenges that come with leading large fashion brands in highly competitive markets.

Throughout his career, Simon Schofield has been known for balancing innovation with tradition. He has led brands through growth periods, digital transformations, and even reputational challenges. His story provides valuable lessons not only for those in fashion retail but also for leaders in any industry seeking to thrive amid disruption and change.

Quick Bio

Early Career in Retail

Simon Schofield began his professional journey in retail planning and allocation roles in the United Kingdom. Working with brands such as Disney Store Europe, Debenhams, and Monsoon, he built a foundation in merchandising and operations. These formative years sharpened his skills in supply chain, product planning, and customer-focused strategy.

When he moved into the Australian retail sector, he continued this growth trajectory. At Myer, during his early career, he worked in planning roles that connected him with large-scale department store operations. These early roles gave him firsthand experience in understanding the dynamics of both mass-market and premium retail.

Rise at Country Road Group

Simon Schofield’s career breakthrough came with the Country Road Group, where he progressed rapidly. He took on leadership roles at Trenery before moving into senior management at Witchery. His ability to understand customer behavior, combined with his operational skills, positioned him as a leader capable of driving transformation.

As Managing Director at Witchery, he oversaw not only daily operations but also long-term brand strategies. His focus was on refreshing store concepts, improving product design, and expanding e-commerce channels. These decisions helped Witchery remain relevant in an evolving fashion landscape.

Leadership at Witchery

As the Former MD at Witchery, Simon Schofield led the brand during a crucial period of digital disruption. One of his notable achievements was enhancing Witchery’s online presence and driving record e-commerce sales. Under his leadership, Witchery achieved its largest single online sales day, proving his ability to align with modern consumer behavior.

At the same time, he recognized the importance of physical retail. He invested in flagship store redesigns at key locations such as Westfield Bondi and Westfield Doncaster. This balance of digital and physical retail showed his understanding of omnichannel strategy—something vital in today’s fashion industry.

Challenges and Exit from Country Road Group

Not every chapter of Simon Schofield’s career has been without challenges. In 2023, he exited Witchery as part of broader management reshuffles at Country Road Group. These changes highlighted the competitive pressures and internal restructuring common in the fashion retail space.

Despite the exit, his tenure left a lasting mark. He had led Witchery through growth, digital transformation, and corporate social responsibility initiatives such as the White Shirt Campaign, which supported ovarian cancer research. His departure demonstrated that leadership transitions, even when difficult, are part of the long-term evolution of retail organizations.

Cue Clothing Co. Leadership

After leaving Witchery, Simon Schofield became the Chief Executive Officer of Cue Clothing Co. In this role, he managed both Cue and Veronika Maine, two respected Australian fashion brands. His appointment reflected industry recognition of his leadership skills and his proven ability to steer established labels.

While his time at Cue was relatively brief, it demonstrated his versatility and adaptability. Moving from managing one of Australia’s largest premium brands to leading a family-owned label like Cue required different approaches, particularly in brand positioning and customer engagement.

Appointment as Chief Product Officer at Myer

In 2025, Simon Schofield took on the role of Chief Product Officer (CPO) at Myer. This newly created position gave him wide responsibility for Myer’s exclusive brands, including apparel, footwear, accessories, and intimate wear. He was also tasked with overseeing well-known standalone labels such as Sass & Bide, Marcs, and David Lawrence.

This role placed him at the center of Myer’s turnaround strategy. With the company facing financial pressures and increased competition, Schofield’s challenge was to reinvigorate its private labels and improve product offerings. His track record at Witchery and Cue made him a strong choice for the role.

Business Approach and Industry Impact

Simon Schofield’s career illustrates a leadership style grounded in both creativity and pragmatism. He has shown that innovation in retail does not always require radical shifts but can come from refining store design, enhancing product quality, and leveraging digital platforms.

His impact goes beyond financial results. By supporting charitable campaigns, addressing consumer protection issues, and leading brand reinventions, he has shaped how Australian fashion retail adapts to modern expectations. His approach has also provided a model for balancing profit with purpose in the business world.

Legacy in Fashion Retail

Although Simon Schofield’s career is still unfolding, his legacy already includes steering some of Australia’s most recognized fashion brands through pivotal changes. His leadership has shown both the positive outcomes of strategic innovation and the challenges of navigating corporate restructures.

At Myer, his legacy will likely be defined by whether he can help reposition the brand’s exclusive labels and strengthen its connection with customers. Regardless of future outcomes, his influence on Witchery, Cue, and now Myer cements his place as an important figure in the industry.

Conclusion

Simon Schofield’s professional journey captures the complexity of leading in modern fashion retail. From his early roles in merchandising to his time as Former MD at Witchery, CEO of Cue, and now Chief Product Officer at Myer, his career has blended success, innovation, and the reality of business challenges.

He represents a new generation of retail leaders who understand that digital transformation, customer experience, and social responsibility are central to long-term brand success. His story continues to evolve, offering lessons to professionals across industries about resilience, adaptability, and vision.

Frequently Asked Questions (FAQ)

Q1: Who is Simon Schofield?
Simon Schofield is a fashion retail executive, currently the Chief Product Officer (CPO) at Myer, and the Former MD at Witchery.

Q2: What is Simon Schofield’s educational background?
He holds a Bachelor of Arts in English Literature from the University of Leeds.

Q3: What companies has Simon Schofield worked for?
He has worked for Debenhams, Monsoon, Myer, Country Road Group (Witchery and Trenery), Cue Clothing Co., and Myer in senior leadership roles.

Q4: What are Simon Schofield’s major achievements?
He led Witchery through strong e-commerce growth, refreshed store concepts, supported the White Shirt Campaign for ovarian cancer research, and now drives Myer’s product turnaround strategy.

Q5: What role does Simon Schofield hold at Myer?
He is the Chief Product Officer (CPO) at Myer, overseeing exclusive brands and labels including Sass & Bide, Marcs, and David Lawrence.

Q6: What is Simon Schofield’s legacy in the fashion industry?
His legacy includes leading Witchery’s digital transformation, managing Cue Clothing Co., and now contributing to Myer’s strategic renewal in the Australian fashion market.

Western Business