Joe Browns appoints CEO

Joe Browns appoints CEO

Joe Browns has a new CEO with immediate effect. Peter Alecock has taken the role, allowing Joe Browns’ founder Simon Brown to focus his attention more fully on product and the brand.

Peter Alecock

Peter Alecock has joined from JD Sports where he has been chief operating officer for the past three years, having joined the business some 16 years ago. At Joe Browns he will take the lead in expanding the fashion and homewares business in the UK and overseas. This includes pursuing ongoing growth with existing strategic partners and the brands’ website and catalogue operations, in a bid to take it to £100m revenues by 2026.

Alecock commented: “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.”

Sinon Brown added: “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 complements what I think is the strongest leadership team we have ever had.”

Joe Browns board comprises 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.

Headquartered in Leeds, the business employs 167 people and serves 1.4 million customers. Its third party retailer include Next, Very Group, N Brown Group, and Freemans Grattan Holdings. It has recently extended into homewares and childrenswear in addition to its core womenswear and menswear ranges.



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