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Former Crew Clothing CEO David Butler takes helm at Weird Fish for aggressive expansion

Weird Fish, the UK-based lifestyle clothing brand, has appointed David Butler as its new Chief Executive Officer (CEO) to lead an aggressive expansion plan. Butler, the… View Article

FASHION RETAIL NEWS UK

Former Crew Clothing CEO David Butler takes helm at Weird Fish for aggressive expansion

Weird Fish, the UK-based lifestyle clothing brand, has appointed David Butler as its new Chief Executive Officer (CEO) to lead an aggressive expansion plan.

Butler, the former CEO of Crew Clothing, brings significant retail experience, having doubled Crew Clothing’s turnover to over £120 million during his seven-year tenure.

John Stockton, who transformed Weird Fish from a niche brand into a mainstream leisure clothing powerhouse since 2008, will step down as CEO. However, Stockton has agreed to stay with the company to contribute to the development of its international business.

Weird Fish Chairwoman Sally Bailey welcomed Butler, expressing confidence in his ability to lead the brand to further success. The brand’s growth strategy under Butler’s leadership will focus on aggressive store expansion through concessions, shop openings, and partnerships, leveraging Weird Fish’s unique product proposition for potentially higher revenue.

Butler’s career, which began in 1999 as a senior store manager at British Home Stores (BHS), has seen notable achievements, including the expansion of Crew Clothing’s retail footprint by almost 30 percent, resulting in a doubled turnover of over £120 million. His departure from Crew Clothing in May followed the rejection of a buyout proposal he and other senior figures had presented to the retailer’s owner.

Weird Fish, with 26 stores across the UK and 300 stockists such as Next and John Lewis, is forecasted to achieve a turnover of over £37 million this year. The brand’s expansion plans are not limited to the UK but also encompass developing its international business.

Weird Fish’s growth trajectory, spearheaded by the strategic vision of David Butler, is anticipated to build upon the success achieved under John Stockton’s leadership, further solidifying the brand’s position in the competitive lifestyle clothing market.

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