Superdry has made two senior management appointments

Superdry has made two senior management appointments

UK fashion retailer Superdry has strengthened its executive management team with the appointment of Julian Dunkerton as CEO on a permanent basis, and Silvana Bonello as chief operating officer.

The company also said Peter Williams has decided to step down from the board and his role as chairman in 2021.

The board has appointed Dunkerton on a permanent basis, replacing his interim contract which was previously due to expire on 2 April 2021. As permanent CEO, he will build on the good progress made on the reset of the business and the brand to date. He is currently the largest shareholder in Superdry plc, with a 20.3% stake.

Bonello will report directly to him and become a member of the executive team. In her new role she will be responsible for enhancing the effectiveness of the company's end-to-end operations and planning processes, encompassing merchandising, logistics, IT, business transformation, sourcing processes and corporate strategy. This will allow Dunkerton to focus on delivering the strategic plan across Superdry's product, brand and distribution channels. Sustainability will continue to be a primary area of focus, and Dunkerton will continue to directly oversee the progression of Superdry against its environmental and sustainability agenda.

Bonello has had an extensive international career in numerous senior operational and strategic roles in the US and the Netherlands with Nike (where she spent 18 years), and most recently as VP operations for Vans EMEA. She will relocate to the UK from Switzerland and take up her new post on 1 March 2021.

Meanwhile, Williams has indicated that he will step down as chairman in 2021, once a successor is appointed. He joined as chairman in April 2019, supporting Dunkerton's return to Superdry. Since that time he has played a vital role in stabilising the business, supporting the reset of the brand, and successfully overseeing the formation of a new board and management team appropriate for the task ahead. A process to appoint a new chair is underway.

"Silvana's appointment as COO is an important next step for the business," said Dunkerton. "With Silvana joining the executive team, we now have the right operational leadership to steer the business through these most uncertain times and drive the brand reset as we seek to inspire our customers with design-led, sustainable product and engage with them through our digital channels.

"Peter has been a key figure in getting Superdry back on track, and a great support to me and colleagues in the business over the past 18 months. We now have a strong Board and leadership team, and a great platform from which to continue the transformation of the business and reset of the brand. Peter leaves Superdry in a much stronger position than when we joined. For that, the Board and I are tremendously grateful, and we wish him every success in the future."