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Superdry lines up former Helly Hansen boss as chairman

Joanna Bourke
·1-min read
Superdry has appointed Peter Sjölander as chairman (superdry)
Superdry has appointed Peter Sjölander as chairman (superdry)

Superdry, the clothing retailer that has seen sales dented by lockdowns, has appointed a digital-focused expert as its next chairman.

The company said Peter Sjölander will start the role from April 29.

He is a former chief executive of clothing brand Helly Hansen, where Superdry said 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”.

Sjölander will succeed Peter Williams who in December said he planned to step down from the board in 2021.

The appointment marks the latest in a series of changes at Superdry, including co-founder Julian Dunkerton late last year securing his position as the permanent boss of Superdry. That was a year after a bruising boardroom battle that saw him oust his predecessor.

Like rivals, the chain has been hit by store closures during lockdowns and in the 26 weeks to October 24 it saw revenues decline 23.4%. But it did see ecommerce growth.

Sjölander has held a number of senior advisory and non-executive roles.

Dunkerton today said the incoming chairman “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”. He added that Sjölander is "a true digitally-focused brand leader".

Shares in Superdry rose nearly 3.3%, to 296.33p.

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