Superdry chair Williams to step down in board reshuffle

Williams has decided to step down from Superdry’s board next year after joining the business in April 2019.

His departure from the fashion retailer comes as interim chief executive Julian Dunkerton is appointed on a permanent basis. Dunkerton will be supported in this role by newly-appointed chief operating officer Silvana Bonello. 

Bonello will begin in her new role next March and report directly to Dunkerton in her new role and be responsible for the retailer’s operations across merchandising, logistics, IT, business transformation, sourcing processes and corporate strategy.

Bonello joins Superdry from shoe brand Vans, where she has acted as vice president of planning and operations for the last two years. She has previously held senior roles at Nike.

Williams said: “I joined Superdry as Chairman with a clear goal of ensuring a smooth transition following the change of management last year. I am proud of the progress we are making to stabilise the business and reset the Superdry brand since last April. 

“Julian and Silvana’s appointments are amongst the last steps in putting the right team together to secure the turnaround of the business.  With the search for a new CFO well advanced, the completed executive team will be in place early next year and so 2021 is an appropriate time for me to step down. Superdry is a world-class brand and I am proud to have played my part in its turnaround strategy and putting the foundations in place for a more successful future.”

Dunkerton added: I am delighted and excited to continue as the CEO of Superdry on a permanent basis, Silvana’s appointment as COO is an important next step for the business. 

“Peter has been a key figure in getting Superdry back on track, and a great support to me and colleagues in the business over the past 18 months. We now have a strong board and leadership team, and a great platform from which to continue the transformation of the business and reset of the brand.”