British sportswear brand Castore has appointed Peter Alecock as its new commercial director.
- Alecock, former JD Sports COO and Joe Browns CEO, brings extensive industry experience to Castore.
- His tenure includes pivotal roles such as CEO at Joe Browns and COO at JD Sports’ fashion division.
- In his new role, Alecock will oversee channel performance across wholesale, retail, and ecommerce.
- Castore’s leadership expansion aligns with its robust growth and recent £150m investment.
British sportswear company Castore has strategically appointed Peter Alecock as its new commercial director, a move indicative of the brand’s ambitious growth plans. Alecock, an industry veteran, is expected to play a crucial role in enhancing Castore’s market presence by leveraging his extensive experience in fashion retail, where he has held significant leadership positions, enhancing operational efficiencies and driving commercial success.
Alecock’s career spans significant roles such as CEO at Joe Browns and COO within the fashion division of JD Sports. At Joe Browns, which he joined in July 2022, Alecock collaborated closely with founder Simon Brown, steering the company through pivotal phases until February 2024. Prior to this, his 16-year tenure at JD Sports, culminating in the role of chief operating officer from September 2019 to May 2022, further solidified his credentials in the retail space.
In his current role at Castore, Alecock will be responsible for managing the performance across various channels, including wholesale, retail, and ecommerce. He is expected to work closely with the chief commercial officer, Tom Espin, to fortify Castore’s market position, especially in both partnerships and its mainline divisions. Such strategic leadership changes reflect Castore’s broader expansion strategy aimed at amplifying its market share and operational capacity.
The appointment of Alecock is part of a broader leadership strengthening within Castore, a company that has been actively enhancing its executive team to support its growth trajectory. Earlier in the year, Castore appointed Kev McFadyen from Speedo as chief marketing officer and Leon Shepherd from Secret Sales as chief technology officer. Additionally, the company welcomed Stuart Puddy, previously JD Sports’ head of mergers and acquisitions, as its investment director.
This leadership overhaul comes in the wake of Castore’s successful acquisition of £150 million in funding, which has considerably bolstered its valuation to almost £1 billion. Established in 2016 by Phil and Tom Beahon, Castore has rapidly ascended in the sportswear sector, forming strategic alliances with prominent sports teams, including Harlequins Rugby Club and Aston Villa Football Club.
The strategic appointments within Castore’s leadership team are indicative of its commitment to sustained growth and market expansion.
