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Joe Browns hires former JD Sports COO as chief executive

Joe Browns has named Peter Alecock as chief executive as it move further towards its target of a turnover of £100 million by 2026. Alecock has… View Article

FASHION

Joe Browns hires former JD Sports COO as chief executive

Joe Browns has named Peter Alecock as chief executive as it move further towards its target of a turnover of £100 million by 2026.

Alecock has joined the business from JD Sports where he worked with the company for 16 years, most recently as chief operating officer. Prior to that, he was managing director of Bank Fashion and finance director at Miss Selfridge.

In his new role, he will also become part of the Joe Browns board and will be responsible for expanding the business via its own direct channels and its strategic partners in both the UK and overseas.

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

Brown said: “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.”

The company has also announced that it is nearly halfway towards its £100 million target with turnover to 30 June reaching £47.5 million. This was driven by strong sales in the run-up to Christmas and a well-received spring/summer collection.

Joe Browns sells through  combination of joebrowns.co.uk, catalogues, marketplaces, royalty agreements and wholesale, as well as retail units in Meadowhall and York.

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.”

In addition to Brown and Alecock, the Joe Browns board includes finance director Darren Abbott, merchandise director Alison Rycroft, marketing director Tracey Hepton and buying and design director Jane Reik.

Founded 24 years ago, the company employs 167 people and serves 1.4 million customers. Its third-party retailers include Next, Very Group, N Brown Group and Freemans Grattan Holdings.

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