Castore Appoints Peter Alecock as New Commercial Director
British sportswear brand Castore has announced the appointment of Peter Alecock as their new commercial director. Alecock joins the ambitious company from Leeds-based fashion and homewares brand Joe Browns, where he served as CEO from June 2022 until February.
With 16 years of experience in various commercial leadership positions at JD Sports Fashion, including as chief operating officer from September 2019 to May 2022, Alecock brings a wealth of industry knowledge to his new role.
Alecock’s appointment comes as Castore aims for further growth, recently expanding into physical retail spaces. The brand opened a flagship store in Milton Keynes and an outlet store in London last month, in addition to its store in the Bluewater mall in Kent.
While Castore has lost high-profile kit deals with Premiership football teams Newcastle United and Wolverhampton Wonderers, they still hold deals with other major English and European clubs. The brand also continues to supply England Cricket, as well as teams in motor racing and rugby.
Last year, Castore secured £145 million in financial support led by Raine Partners, Hanaco Ventures, and Felix Capital to fuel its growth in the premium sportswear market and global team sports landscape.
Following Alecock’s departure, Joe Browns appointed Dawn Bannerman as CEO, who previously held roles at laredoute.co.uk as Chief Commercial Officer and Chief Marketing Officer for the UK subsidiary of the French business.
