BHF shops
New Chief Commercial Officer appointed
We have appointed Allison Swaine-Hughes as Chief Commercial Officer to lead our retail and commercial operations into a new era of significant transformation within the charity retail sector and the re-use market.
Allison has served as our Retail Director since 2018 and takes on responsibility for our 680 shops, e-commerce platforms, and wider commercial ventures following the retirement of Mike Taylor in December 2025.
Despite ongoing challenges in the retail sector, our commercial arm remains focused on generating vital income to fund groundbreaking research into heart and circulatory diseases, and ensuring communities across the country can shop, donate, volunteer and support our work. Unlike other retailers, every pound we raise helps save and improve lives.
Allison said: “I’m proud to lead BHF’s commercial operations. My focus will be on building resilience, embracing innovation, and ensuring our activities reflect our values – from sustainability to inclusivity – while driving income to fund lifesaving research across all our commercial ventures.
“Central to me taking up this role is the remarkable power of our team. My colleagues across the BHF - both staff and volunteers - consistently go above and beyond to make a real difference in the lives of others. I am deeply grateful for their dedication, passion, and unwavering commitment. It truly sets us apart and will power our new commercial leadership team as we navigate the retail landscape and drive positive change to fulfil our charitable mission.”
Dr Charmaine Griffiths, Chief Executive, said: “Allison's exceptional retail experience and a deep commitment to our life saving science have powered our retail operation for over a decade. As Chief Commercial Officer and a member of our Executive team I know she'll continue to make an impact in driving income and delivering impact for people affected by heart and circulatory diseases.”
Allison has more than 30 years’ retail leadership experience, including senior roles at Gap and Asda. She is a champion of sustainable practice and inclusivity, sitting on textile advisory boards and supporting initiatives to tackle global textile waste.
Our retail network includes over 3,000 paid colleagues and 17,000 volunteers, alongside thriving e-commerce channels such as eBay and an online shop providing heart health products.
Allison is establishing a new commercial leadership team to drive forward commercial and retail operations. This comprises Louise Clifford as Director of Central Operations, Gareth Campbell-Julian as Transformation Director for Retail, Jane Flannery as Retail Director, and Megan Greenlees as Trading Director.