Sally Lyden
London
Summary
Confident sales and production manager with over 27 years of experience in retail and manufacturing. Proven ability to lead teams from design concept to delivery of finished garments across diverse styles. Strong knowledge of industry dynamics, complemented by exceptional communication and organisational skills. Committed to continuous growth and excellence in product development and management.
Overview
28
28
years of professional experience
Work history
Co Founder, Sales & Product Director, Production / Logistics
Atelia Design LTD
London, England
2023.12 - 2026.06
- Set up a new company, running daily operations, overseeing cash flow and invoice management. On boarding new customer - TK Maxx, Never Fully Dresses and Nobody’s Child, achieving annual turnover of £900K in 1st year.
- Assisted in selling product range designed to fulfil customer criteria.
Coordinated ordering of fabrics, trims, and labels while supporting sealing processes for efficient production launch.
Aided in maintaining product quality standards throughout the ordering and production phases. - Oversaw budgeting processes for freelancers to optimise cashflow management.
Coordinated sample development initiatives to enhance project efficiency. - Successfully launched own brand label "DAYCOUR and &Eve" for TK Maxx. Responsible for brand name and style concept.
- Implemented efficient production strategies within Moroccan factories, delivering high-quality products at competitive prices while maintaining rapid turnaround times.
- Manufactured soft woven separates and fashion jersey styles to enhance product range.
Guided the development of placement print t-shirts and key denim styles to meet market trends. - Successfully launched a casual jersey leisure range for Nobody's Child and developed younger high fashion jersey ranges of dresses for Never Fully Dressed with factories in Bulgaria.
- Managed logistics operations by preparing export documentation and scheduling truck deliveries, ensuring compliance with delivery timelines to customer warehouses.
Sales Manager
Cover Up Clothing and John Kaldor Print Range
London, England
2022.11 - 2023.12
- Responsible for managing prestigious brands, Phase Eight, Roman Originals and Kleo. We specialised in soft jersey and woven separates across daywear, event and bridesmaids.
- Responsible for opening new accounts with TK Max, working across all depts. Selling a range of garments, managing fits and production all under our own brand label called “&Eve”. We were responsible for coming up with the brand name and style concept.
- Working in partnership with John Kaldor print range to offer exclusive print designs, available on a wide variety of fabric bases which we sold on a CMT basis to Roman originals and Simon Jersey (workwear supplier).
- Working with factories in Romania and Sri Lanka to offer customers short and long lead times. This means we can offer agility, speed to market and impeccable quality.
Head of Sales, Production and Product Development
Ann Reeves and Francesca Women’s wear manufacturer
London, England
2020.09 - 2022.12
- After the covid lockdowns I took on the role at Ann Reeves with a brief to start afresh and revive the entire business. I appointed a design manager, so that we could run a small team of staff, find new customers and build relationships to grow the business.
- Having this responsibility allowed me to grow personally and I relished the challenge of running a business.
- Established new customer base with renowned brands including Roman Originals, Lipsy, Wallis, Boohoo, and TK Max, generating annual turnover of £4.6 million.
- Secured new customer accounts JD Williams, Joanna Hope and Oliver Bonas, enhancing overall business portfolio.
- Working with my designer to ensure product development is targeted to each customer profile whilst being aware of ever changing markets and fashion trends to ensure optimum sales reaction.
- I was responsible for managing the critical path for each customer, setting out factory production plans from initial designs, through sealing process, ordering all fabrics and trims for the factory to manufacture bulk orders, through to the delivery of finished garments.
- I would negotiate prices with the factory and suppliers to achieve maximum profits and target margins.
Sales and Product Development Executive
Jon Adam Women’s and Children’s wear manufacturer
London, England
2014.04 - 2020.09
- Brought in a new customer base to expand and develop the girls wear department. I opened new accounts with John Lewis, M&CO, Peacocks, Sainsbury’s, Matalan and very recently Asda, which increased our annual turnover by a further £2.5 million pounds on children’s wear.
- Responsible for managing prestigious high street accounts including Next, Debenhams, Ted Baker and Dunnes.
- Worked exclusively with each customer to develop a multi product range suitable for younger and older girls wear. Also capture and developed teen fashion trends for Candy (Matalan) and Kylie (M&Co).
- Responsible for driving key program lines ‘Back to School’ range for Debenhams and BHS out of Vietnam and Sri Lanka.
- Liaised on a daily basis with buying teams on sales, sell through, best sellers to see how we can update new styles and range developments going forward.
- Responsible for negotiating prices, booking production space directly with factories, managing critical path and quality assurance and testing process with QC teams. Ordered labels, hangers and other packaging in line with each brand profile.
- Attend trade shows such as Premiere Vision and Texworld for new innovative fabrics.
- Streamlined operations by integrating latest technology solutions in daily tasks .
Sales Executive Ladies Wear
Dare to Bare LTD, Jersey retail Manufacturer
London, England
2008.09 - 2014.04
- Responsible for managing prestigious high street accounts including ASOS, Dorothy Perkins, Wallis, River Island, Warehouse, Oasis and M&Co, developing ‘young fashion’ Jersey wear exclusively for each brand.
- Negotiate prices with buyers, suppliers and factories to determine margin and increase profitability.
- Collaborated with designers and buyers to develop innovative design ideas, ensuring alignment with key price structures and prevailing fashion trends..
- Analysis of sales data to monitor market trends.
- Directed product development and manufacturing operations across India, Tunisia, Morocco, and the UK.
Sales and Product Development Executive Ladies Wear
Stuart Peters Ltd
London, England
2005.09 - 2008.09
Sales Account Manager, Ladies Wear
INTRAPORT PLC, Retail Manufacturer
London, England
2002.05 - 2005.09
Junior Buyer Ladies Linea / Therapy Own Label Brands - Ladies Wear
House of Fraser Department Store, Head Office
London, England
1998.08 - 2002.05
Education
BTEC HND - Silk Screen Surface Decoration & Textile Design
The London College of Printing
London05.1996
BTEC National Diploma - Foundation Course in Art & Design
Epsom School of Art And Design
Surrey05.1994
A Levels - Art And Photography
Spelthorne College
Ashford, Middlesex05.1993
GCSE -
The Matthew Arnold School
Staines, Middlesex 05.1991
Skills
- Dedicated hardworking individual
- Strong communication and organisational skills
- Self motivated with a passion for learning and continuous growth
- Strong negotiator
- Product development and management
Timeline
Co Founder, Sales & Product Director, Production / Logistics
Atelia Design LTD
2023.12 - 2026.06
Sales Manager
Cover Up Clothing and John Kaldor Print Range
2022.11 - 2023.12
Head of Sales, Production and Product Development
Ann Reeves and Francesca Women’s wear manufacturer
2020.09 - 2022.12
Sales and Product Development Executive
Jon Adam Women’s and Children’s wear manufacturer
2014.04 - 2020.09
Sales Executive Ladies Wear
Dare to Bare LTD, Jersey retail Manufacturer
2008.09 - 2014.04
Sales and Product Development Executive Ladies Wear
Stuart Peters Ltd
2005.09 - 2008.09
Sales Account Manager, Ladies Wear
INTRAPORT PLC, Retail Manufacturer
2002.05 - 2005.09
Junior Buyer Ladies Linea / Therapy Own Label Brands - Ladies Wear
House of Fraser Department Store, Head Office
1998.08 - 2002.05
BTEC HND - Silk Screen Surface Decoration & Textile Design
The London College of Printing
BTEC National Diploma - Foundation Course in Art & Design
Epsom School of Art And Design
A Levels - Art And Photography
Spelthorne College
GCSE -
The Matthew Arnold School