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Alex Willoughby is an experienced retail professional currently serving as District Manager - International at Reformation since August 2021, with a previous role as Area Manager for London and Store Manager. Prior to this, Alex worked at Urban Outfitters Europe from January 2012 to August 2021, progressing from Flagship Store Manager on Oxford Street to various Store Manager positions, including Marble Arch and Covent Garden, and managing dual sites. Responsibilities included driving sales, payroll management, KPI achievement, P&L analysis, and team development. Additionally, Alex played a key role in setting up the first UK concession for Urban Outfitters in Selfridges London. Alex's career commenced at Springfield as an Assistant Store Manager following a 2.1 degree in Marketing from Bournemouth University from 2000 to 2003.