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Published
Jul 11, 2022
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JD Sports' Peter Alecock joins Joe Browns as CEO

Published
Jul 11, 2022

Joe Browns has announced that Peter Alecock has joined it as CEO with immediate effect, taking the reins from founder Simon Brown who remains in a key role with the firm.


Peter Alecock, the new Joe Browns CEO - DR


The former JD Sports COO (and veteran of 16 years at the giant sports and fashion retailer) “will have responsibility for expanding the business via its own direct channels and its strategic partners, in both the UK and overseas”.

Meanwhile MD Simon Brown will become more heavily involved with the product and brand, which are his passions.”

It comes as the company continues to work on an ambitious growth plan with it saying last autumn that it wants to reach sales of £100 million by 2026. 

With the CEO announcement, it also said that it’s almost halfway there when it comes to this target. Its turnover in its latest financial year (running to the end of June) was £47.5 million, boosted by a strong Christmas trading period and “a well-received Spring/Summer 22 collection”.

That’s been achieved via its e-store, 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’s an exciting opportunity to build its customer base even further. I look forward to working with the talented team and helping take them on that journey.”

And Simon Brown added that the new CEO joins at "what is probably the most exciting time for the company in 24 years. He brings with him an enviable breadth of experience, that complements 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’s board now comprises Brown and Alecock, plus finance chief Darren Abbott, merchandise director Alison Rycroft, marketing chief Tracey Hepton, and buying and design director Jane Reik.

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