Superdry appoints experienced new chairman
By Rob Freeman | 26th April 2021
Superdry has appointed former Helly Hansen chief executive Peter Sjolander as its new chairman.
He replaces Peter Williams at the end of this week after previously working at Nike and with leading equity funds.
The Cheltenham fashion brand's chief executive Julian Dunkerton said: "Peter has a tremendous track record of driving value creation and is a true digitally-focused brand leader.
"The turnaround of Helly Hansen that he led when he was chief executive, building a globally recognised brand with significant ecommerce revenues, was highly impressive.
"Through his work with leading global brands such as Nike, he has accumulated fantastic brand, digital and international experience, all of which will be invaluable as we emerge from the challenges of Covid and accelerate the reset of Superdry."
He continued: "I would also like to thank Peter Williams for his support over the past two years.
"He has played a really important role since I returned to Superdry, in particular working with me to put in place a strong board and management team to enable us to deliver on our ambition, and I'm extremely grateful to him for all he's done for the business."
Mr Sjolander was chief executive at the Norwegian clothing manufacturer from 2007 to 2015 having spent 13 years at Nike and a spell at Electrolux.
He said: "I am delighted to have been appointed as chairman of Superdry, a world class brand which I have admired for many years.
"The board, Julian and the executive team have a clear vision for the business and have made a great start on the reset and I am really looking forward to working with everyone to restore Superdry to its rightful position as a leading global brand."
Shaun Wills returned to the role of chief financial officer, which he held for three years to 2015, today after a spell at Marks & Spencer.
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