Joe Browns Announces Appointment of CEO Peter Alecock

Joe Browns, the homes and fashion retailer announced today (12 July 2022) that Peter Alecock will join its board as Chief Executive Officer.

Peter joins from JD Sports Fashion PLC where he held the role of Chief Operating Officer of the retailer’s fashion division having worked for the company for 16 years.

Starting with immediate effect, Peter will have responsibility for expanding the business via its own direct channels and its strategic partners, in both the UK and overseas.

Simon Brown, Joe Browns Founder and MD, will become more heavily involved with the product and brand which are his passions.

In October 2021 Joe Browns announced a growth ambition of £100m by 2026.

The retailer reported strong sales over the Christmas 2021 period across all categories.

And today it announced, for the first time, that it was already nearly halfway towards this target with turnover to 30 June at £47.5m. This was aided by strong sales up to and through the Christmas period and a well-received Spring/Summer ’22 collection.

This has been delivered through a combination of, catalogues, marketplaces, royalty agreements and wholesale as well as retail units in Meadowhall and York.

“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,” said Peter Alecock, CEO Joe Browns.

“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.” said Simon Brown.

Joe Browns board comprises of Simon Brown – Founder, Darren Abbott – Finance Director, Alison Rycroft – Merchandise Director, Tracey Hepton – Marketing Director, Jane Reik – Buying and Design Director and Peter Alecock, CEO.

Joe Browns was founded 24 years ago with the intention of “making a few quid and having some fun”, as well as helping customers to feel remarkable in the clothes they wear.

Headquartered in Leeds, it employs 167 people and serves 1.4m customers. Its third-party retailers include Next, Very Group, N Brown Group PLC and Freemans Grattan Holdings.

In the last couple of years, it has extended its offer further to include homewares and childrenswear, completed an evolutionary re-brand, built a £1.5 million warehouse extension and delivered consistent growth.

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