Halfords has appointed Jess Frame as managing director of retail.

Frame is joining the retailer from Boston Consulting Group (BCG), where she currently serves as managing partner of the London office.

She previously held senior roles at Tesco, including customer strategy and investments director.

Additionally, she has worked as managing director of NutriCentre, as well as chief executive of The Vet Group.

Frame, who is taking up the role from 21 July 2025, will be responsible for leading the company’s retail division, overseeing Halfords’ nationwide store estate, and omnichannel operations.

She will join the executive team, reporting directly to newly appointed chief executive Henry Birch.

“I am really delighted to have someone of Jess’s calibre joining the Halfords team and I know she will bring a fresh approach and renewed focus to our strategically important retail business," said Birch. "She brings with her a wealth of relevant experience and I am very much looking forward to working with her.”

Last month, Halfords announced the appointment of Birch as the company's new chief exec.

He took over from Graham Stapleton who stepped down after seven years leading the motoring and cycling retailer.

Birch previously held the role of chief executive at the Very Group.

The leadership change came after Halfords reported its pre-tax profits for the year will be at the upper end of its £32 million to £37 million guidance range, following what the company called a "strong finish" to the financial year ending 28 March.

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