Clothing & Shoes

Superdry appoints new chairman

Peter Sjölander has held a variety of executive roles across public company, private equity and founder-led environments

Superdry has announced the upcoming appointment of Peter Sjölander as chairman succeeding Peter Williams with effect from 29 April 2021.

He has held a variety of executive roles across public company, private equity and founder-led environments.

From 2007 to 2015, Sjölander was CEO of Helly Hansen where he delivered a step change in the performance of the brand, driving its transition from being a business focused on its local Scandinavian markets to a globally recognised brand.

Most recently he has held a number of senior advisory and non-executive roles, including working with private equity funds where he has advised a number of brands and digital consumer businesses within their portfolios, overseeing their growth and successful technology implementations.

Earlier in his career, Sjölander spent 13 years at Nike in a number of leadership roles across marketing, product and general management, working in the Nordics, Netherlands and USA.

Sjölander 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.”

Julian Dunkerton, founder and CEO of Superdry, added: “Peter has a tremendous track record of driving value creation and is a true digitally-focused brand leader. I’m delighted we have been able to attract someone of his calibre as Chair of Superdry and I’m looking forward to working with him.”

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