Superdry names new chairman to replace Peter Williams

Superdry Helly Hansen Peter Sjölander Julian Dunkerton Peter Williams
Peter Sjölander will join Superdry on April 29
// Superdry drafts in Helly Hansen CEO Peter Sjölander as new chairman
// Sjölander spent 13 years at Nike in a range of leadership roles
// More recently, he held a number of senior advisory and non-executive positions

Superdry has welcomed Helly Hansen chief executive Peter Sjölander as its new chairman to replace Peter Williams on April 29.

Sjölander headed up Helly Hansen from 2007 to 2015 and spent 13 years at Nike in a range of leadership roles across marketing, product and general management.

More recently, he has held a number of senior advisory and non-executive positions, including working with leading private equity funds.


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“Peter has a tremendous track record of driving value creation and is a true digitally-focused brand leader,” Superdry founder and chief executive Julian Dunkerton said.

“The turnaround of Helly Hansen that he led when he was chief executive, 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.

“Williams 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.”

Williams said: “Having completed the executive team with the appointments of our new chief financial officer and chief operating officer, and with the reset of the brand well under way, 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.”

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