Bargain Booze owner Conviviality Retail has hired Kenton Burchell from Musgrave as commercial director, the second senior director the off-licence chain has poached from the wholesaler this year.

Burchell will take up his role in March 2014 when he will join on the board his former Musgrave colleague Julie Wirth, who took up her position on Monday as CFO. Wirth was previously finance director at Musgrave.

“I am delighted to welcome Kenton to the Conviviality board,” said CEO Diana Hunter. “Since its flotation in July 2013, the business has performed well, and the addition of an experienced commercial director such as Kenton is an important step for the company as it develops and executes its growth strategy.”

Burchell’s career in retail spans 25 years including 13 years at Musgrave, where he was promoted to the position of trading director last year, and held a number of senior positions including head of trading operations and head of buying.

He will be responsible for leading all buying and marketing activities within the group.

Last week, Conviviality opened a Wine Rack store in West Byfleet, Surrey, the first store the group has opened since acquiring the Wine Rack brand in August as part of a £1.6m deal.

Hunter said the group was eyeing up new locations for Wine Rack stores including York, Richmond and Harrogate, as it looks to open more off-licences next year under a franchise model.