Perrott promoted to CCO role at Panache Cruises

Luxury cruise retailer Panache Cruises has promoted Anna Perrott to the newly-created role of chief commercial officer (CCO).

Perrott, who joined the Chorley-based company three years ago, previously worked as senior partnerships and marketing director and her promotion follows a period of record-breaking growth.

At the same time Alex Langton has been promoted to the role of sales and operations director.

In the last 12 months turnover has grown 64 per cent to £39m and staff numbers have increased from 68 to 93.

Lancashire Business View reported in August that Panache had made new hires including cruise connoisseurs Lisa Buckley, Wendy Mulholland and Rob Ledsham, along with finance apprentice Amy Ainsworth to cope with demand.

Perrott’s promotion to chief commercial officer is part of Panache’s strategy to become the world’s biggest seller of luxury cruises.

James Cole, chief executive officer, said: “Anna has been crucial to Panache’s success and her promotion reflects the increasingly important role she’ll have going forward as we continue to expand globally.

“Our mantra at Panache is ‘nothing is too much trouble’ and Anna really embodies that.

“We opened our first international office in Orlando in June 2024 and have ambitious plans to continue to grow internationally.

“We’re passionate about growing internally and rewarding hard work, which is why we’ve promoted Anna to chief commercial officer and Alex Langton to sales and operations director.”

Perrott said: “I’m delighted to take on the newly-created role of chief commercial officer.

“I think it reflects our rate of growth and our ambition to hit £100m turnover by 2028.

“We have exciting plans to expand into new international markets and I’ll be working directly with the cruise line companies.

“Another priority will be continuing to develop our Panache Expeditions brand, which is growing at a rate of 150 per cent."

Panache Cruises was launched in 2020.