Apr 282021
Superdry appoints Peter Sjölander to its Board of Directors as Independent Chairman

– UK, Cheltenham –  Superdry plc (LON: SDRY) today announced the appointment of Peter Sjölander to its Board of Directors as Chairman, effective 29th April 2021, succeeding Peter Williams who will step down as Chairman and from the Board at the same date.

“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 eCommerce 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. 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” said Founder and CEO, Julian Dunkerton.

He added: “I would also like to thank Peter Williams for his support over the past two years. He has played a really important role since I returned to Superdry, in particular working with me to put in place a strong Board and management team to enable us to deliver on our ambition, and I’m extremely grateful to him for all he’s done for the business.”

Peter Williams, the outgoing Chairman, said “I have thoroughly enjoyed my two years as Chairman of Superdry. Having completed the Executive Team with the appointments of our new CFO and COO, and with the reset of the brand well underway, I feel now is the right time to step down. In Peter Sjölander the Board has found an excellent candidate with highly relevant experience, and I wish him, Julian, and everyone at Superdry every success for the future.”

Superdry can also confirm that Shaun Wills will join the Board as an Executive Board Member and Chief Financial Officer on 26th April 2021.

About Peter Sjölander

Peter Sjölander has had a hugely successful executive career across the public company, private equity, and founder-led environments. From 2007 to 2015 Peter 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 recognized brand. Digital transformation was core to Peter’s leadership of Helly Hansen.

Most recently Peter has held several senior advisory and non-executive roles, including working with leading private equity funds where he has advised several brands and digital consumer businesses within their portfolios, overseeing their growth and successful technology implementations. Earlier in his career Peter spent 13 years at Nike in a number of leadership roles across marketing, product and general management, working in the Nordics, Netherlands and USA at a time of rapid growth for the brand. Following his tenure at Nike Peter joined Electrolux where he was responsible for brand and product driving a shift from an industrial agenda to a consumer-centric one. He is currently a non-executive director of Dometic Group AB (listed in Sweden) and Fiskars Oyj (listed in Finland).

Peter Sjölander, the incoming Chairman, 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.”

For more information: https://www.superdry.com/

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