Superdry names ex-Nike and Helly Hansen exec as new chair

Peter Sjölander

Superdry has appointed former Nike and Helly Hansen executive Peter Sjölander as its new chair to replace the outgoing Peter Williams.

Sjölander, who will take up the role at the embattled fashion brand later this week, served as chief executive of Helly Hansen between 2007 and 2015, driving its transformation into a global brand. 

He previously spent 13 years in a number of leadership roles at sportswear titan Nike, spanning marketing, product and general management in the Nordics, Netherlands and US.     

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