Superdry has promoted from within to replace chief operating officer Silvana Bonello, who stepped down from the role in May this year.

Superdry pic

Shaun Packe has been promoted to chief operating officer at Superdry

The fashion retailer has promoted Shaun Packe from his existing position as global sourcing and sustainability director, which he has held since August 2019.

Packe first joined Superdry in 2011 as head of sourcing and quality, and has since played “a pivotal role in supporting the business to become a global multichannel brand”.

Prior to that, he held a range of senior roles at various retailers, including George at Asda.

The announcement comes during a period of change for the business as Superdry unveiled an equity raise to bolster its balance sheet in a bid to pursue a turnaround programme.

Superdry chief executive Julian Dunkerton said: “Shaun and I have worked together for 12 years and he’s a fantastic asset to this company.

“He has a proven track record as a leader; his new title recognises his increased responsibility and the instrumental part that he plays in our business.

“I’m delighted that I’m going to be working even more closely with him in the future.”

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