Superdry has appointed former Nike and Helly Hansen executive Peter Sjölander as its new chair to replace the outgoing Peter Williams.
Sjölander, who will take up the role at the embattled fashion brand later this week, served as chief executive of Helly Hansen between 2007 and 2015, driving its transformation into a global brand.
He previously spent 13 years in a number of leadership roles at sportswear titan Nike, spanning marketing, product and general management in the Nordics, Netherlands and US.
Sjölander currently serves as a non-executive director at Swedish-listed Dometic Group and Fiskars Oyj, which is listed in Finland.
Superdry founder and chief executive Julian Dunkerton said: “Peter has a tremendous track record of driving value creation and is a true digitally focused brand leader.
“The turnaround of Helly Hansen that he led when he was CEO, 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.
“I’m delighted we have been able to attract someone of his calibre as chair of Superdry and I’m looking forward to working with him.”
Sjölander added: “I am delighted to have been appointed as chairman of Superdry, a world-class brand that I have admired for many years.
“The board, Julian and the executive team have a clear vision for the business and have made a great start on the reset, and I am really looking forward to working with everyone to restore Superdry to its rightful position as a leading global brand.”
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