Next's chief executive Simon Wolfson has splashed out £400,000 in shares in the fashion chain.
He took 19,231 shares at 2,080p a time, taking his stake to about 1.621m shares, some 0.865% of the company.
Wolfson's purchase comes amid a period of weakness in Next's share price in line with the broader market.
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In a trading update the day before the UK General Election, Next said that it expects profits this year to be at the top end of market forecasts after sales in the first three months to April were strong, though it is still very cautious on the outlook for consumer spending.
'We remain very cautious in our outlook for the year ahead,' the company said.
'Prior year comparisons become more demanding as the year progresses and we anticipate that a new government will have to take action to tackle the budget deficit.'
Wolfson, a prominent Conservative supporter, was among the signatories of a letter backing the party's plans ahead of the election to halt Labour's proposed rise in National Insurance (NI).
He joined Next in 1991, becoming a board member in 1997 and chief executive in 2001.
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