British sportswear brand Castore has appointed Peter Alecock as the new commercial director.
- Peter Alecock previously served as CEO at Joe Browns and COO at JD Sports.
- In his role, Alecock will oversee channel performance across wholesale, retail, and ecommerce.
- Castore has been strengthening its leadership team with strategic appointments this year.
- The brand secured substantial funding last year, valuing it at nearly £1 billion.
Castore, a renowned British sportswear brand, has announced the appointment of Peter Alecock to the newly-created position of commercial director. Alecock brings a wealth of experience to the role, having previously been the CEO of Joe Browns, a fashion and homeware brand based in Leeds. Before his tenure at Joe Browns, Alecock served as the chief operating officer for the fashion division at JD Sports, where he held various commercial positions over a 16-year career.
As commercial director, Alecock’s responsibilities will include managing the overall performance across wholesale, retail, and ecommerce sectors for both partnerships and mainline divisions. He will report directly to Tom Espin, Castore’s chief commercial officer, who has been with the company for six years. This appointment is part of Castore’s ongoing efforts to strengthen its leadership team as it continues to expand.
Earlier this year, Castore appointed Kev McFadyen from Speedo as chief marketing officer and Leon Shepherd from Secret Sales as chief technology officer, further bolstering its executive leadership. Additionally, Stuart Puddy, formerly of JD Sports, joined Castore as the new investment director in January.
In November, Castore successfully secured £150 million from new and existing investors, a move that valued the company close to £1 billion. Founded in 2016 by Liverpudlian brothers Phil and Tom Beahon, Castore has formed significant partnerships with sports teams, including Harlequins Rugby Club and Aston Villa Football Club, contributing to its rapid growth.
Peter Alecock’s appointment as commercial director is a strategic move for Castore as it pursues further growth and expansion in the sportswear market.
