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.
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.”