Pentland Brands makes round of promotions as new CEO steps in

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Pentland Brands Andy Long Chirag Patel Boxfresh
In July, Pentland Brands said at least 350 redundancies were likely to happen
// Pentland Brands welcomes new CEO as Andy Long shifts to parent company as director
// COO and deputy CEO Chirag Patel has been promoted to CEO
// Patel will join office from January 1

Pentland Brands has reportedly promoted its chief operating officer and deputy chief executive Chirag Patel to the role of chief executive.

Patel will replace Andy Long, who is moving to its parent company Pentland Group as a director.

He will take over from Long from January 1, Drapers reported.


READ MORE: 350 redundancies loom at Boxfresh owner Pentland Brands


Patel joined Pentland Brands as global vice president of product and marketing in 2014.

He was appointed director of global strategy in 2016 and chief operating officer in January 2018.

Long will be responsible for overseeing finance, tax and banking relationships in his new role at Pentland Group.

Meanwhile, White Stuff customer director Penny Herriman is due to join Pentland Brands as chief marketing officer.

She was previously global brand director at Boden from 2013 to 2019.

Pentland Brands chief HR officer Jon Godden will become chief operating officer and lead the IT, HR, legal portfolio, project management and workplace functions.

Moreover, Charlotte Cox will join from Canterbury and Mitre as EMEA president of Pentland Brands.

She will replace Richard Newcombe and be responsible for the commercial teams across the region.

Newcombe will take on responsibility for developing footwear opportunities.

Moreover, Pentland Brands chief finance officer Dominique Highfield, who was made redundant earlier this year, will join the executive team as finance director.

In July, Pentland Brands said at least 350 redundancies were likely to happen as part of a global strategic review which will also see it “hibernate” its Boxfresh brand.

The review is part of an effort to concentrate on a more focused brand portfolio with a reduced licensed footwear business.

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