Peter Sjölander looks to accelerate the reset of Superdry
Superdry has announced the appointment of Peter Sjölander as Chairman.
From 2007 to 2015, Sjölander was CEO at Helly Hansen.
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 technology implementations.
Earlier in his career, he 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 will join the Superdry Board as an independent non-executive director on 29th April and on the same date Peter Williams will step down as Chairman and from the Board.
Julian Dunkerton, Founder and CEO at Superdry, says: “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 CEO, building a globally recognised brand with significant e-commerce revenues, was highly impressive.”
“And 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.”
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