Joe Browns, the Leeds-based homes and fashion retailer has appointed former JD Sports fashion division COO Peter Alecock as chief executive officer.
Alecock 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 this week it announced 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 online sales, catalogues, marketplaces, royalty agreements and wholesale, as well as retail units in Meadowhall and York.
Alecock said: “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.”
Brown added: “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.”
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 recent years it has extended its offer to include homewares and childrenswear, completed an extensive re-brand, built a £1.5 million warehouse extension and delivered consistent growth.
