Joe Browns names JD Sports exec as CEO

Joe Browns names former JD Sports COO Peter Alecock as CEO
"I look forward to working with the talented team at Joe Browns and helping take them on that journey.” - Peter Alecock
// Joe Browns reveals that Peter Alecock has joined the business as CEO with immediate effect
// He will have responsibility for expanding the business via its own direct channels and its strategic partners, in both the UK and overseas

Joe Browns has confirmed that JD Sports’ Peter Alecock has joined the business as chief executive, effective immediately.

Alecock was chief operating officer of its JD Sports’ fashion division for three years, and has spent 16 years at the sports giant.

He will take on responsibility for expanding Joe Browns via its own direct channels and strategic partners, in both the UK and overseas.


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Joe Browns founder and managing director Simon Brown will “become more heavily involved with the product and brand, which are his passions,” the retailer said.

It comes as Joe Browns continues to work on an ambitious growth plan. It said last autumn that it wants to reach sales of £100 million by 2026.

The fashion firm is already almost halfway towards this target with turnover to 30 June at £47.5 million, boosted by a strong Christmas trading period and “a well-received Spring/Summer 22 collection”.

Alecock said: “Joe Browns is an amazing business, with a remarkable founder in Simon, whose passion and enthusiasm percolates throughout the whole of the business.

“The brand is currently delivering fantastic growth but there is an exciting opportunity to build its customer base even further. I look forward to working with the talented team at Joe Browns and helping take them on that journey.”

Brown added: “I am delighted to welcome Peter on board at Joe Browns at what is probably the most exciting time for the company in 24 years. He brings with him an enviable breadth of experience, that compliments what I think is the strongest leadership team we have ever had.

“Honestly, I think the opportunity to grow Joe Browns both at home and overseas is huge and we are ruling nothing out when it comes to achieving this.”

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