ADVERTISEMENT
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.”

Back to top button

Please disable your ad-blocker to continue

Ads are the primary way in which publishers generate the revenue needed to pay their staff. If we can't serve ads, we can't pay journalists to write the news.