Eve Sleep promotes Cheryl Calverley to CEO to replace James Sturrock

Eve Sleep promotes Cheryl Calverley to CEO to replace James Sturrock
Cheryl Calverley is the new CEO of Eve Sleep.
// James Sturrock to step down as CEO of Eve Sleep
// Cheryl Calverley currently CMO promoted to CEO
// Sturrock is moving to non-executive board member in order to take up another external role

James Sturrock has stepped down as chief executive of Eve Sleep, with chief marketing officer Cheryl Calverley promoted to take the top job at the online bedding retailer.

Effective from May 12, Sturrock is stepping down to take-up a new external position but will remain on Eve Sleep’s board a non-executive director.

Eve Sleep said the business was now on a stronger footing and that the heavy lifting of the restructuring has been completed under Sturrock’s leadership.


The retailer added that the appointment of Calverley as the new chief executive was a sign of confidence in its future, as she was well placed to take Eve Sleep into a new phase of growth.

Calverley has over 15 years experience in marketing and building brands and was the first of the new management team put in place under Sturrock’s restructuring scheme, joining Eve Sleep in December 2018 as chief marketing officer.

Since then, she steered the relaunch of the brand and reset the marketing strategy.

“On behalf of the board I would like to thank James for his leadership through a difficult period for Eve,” chairman Paul Pindar said.

“The business has been reset and the benefits of the rebuild strategy are increasingly evident.

“Our full year results in March showed that Eve had been profitable at the operating level, pre-central overheads, for the last six months to end February 2020, with costs and cash burn greatly reduced and further substantial improvements expected in the current year.

“I have every confidence that Cheryl will lead Eve to profitability, securing our sustainable future as the go-to sleep wellness brand.”

Sturrock said the timing was right to make the leadership transition.

“The new leadership team has been embedded and proven, the business and all of its processes has been overhauled and right sized and Eve is well advanced on the path to profitability,” he said.

“It is clear to me that I can fully support Eve in a non-executive capacity and that Cheryl, as an expert in building consumer brands, is well placed to take eve forward.”

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