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Superdry appoints new chief operating officer

Shaun Packe’s appointment follows the departure of Silvana Bonello from the role, as part of the company’s turnaround strategy to secure fresh funding

Superdry has announced the appointment of Shaun Packe as the retailer’s new chief operating officer. 

His appointment follows the departure of Silvana Bonello from the role, as part of the company’s turnaround strategy to secure fresh funding. 

Bonello, who joined Superdry in March 2021, was responsible for strategic planning, deployment, and execution across all retail channels. 

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This comes as Packe served as its global sourcing and sustainability director prior to the appointment, having first joined Superdry’s leadership team in 2019. He was responsible for overseeing sourcing, production, quality, and driving the retailer’s corporate social responsibility roadmap. 

Packe has over 25 years of experience in clothing retail, which includes six years with George at Asda

He has also been a “key” figure at Superdry since 2011, as during his tenure, he played a role in transforming the brand into a global multi-channel giant. Packe also propelled the retailer’s ambition to become “the most sustainable listed global fashion brand on the planet by 2030”.

According to group CEO, Julian Dunkerton, the appointment highlights his and Packe’s 12-year working relationship. Dunkerton also looks forward to working even more closely with the new COO in the future.

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