British sportswear brand Castore appoints Peter Alecock as commercial director.
- Alecock transitions from his recent role as Joe Browns CEO to lead Castore’s commercial division.
- His extensive experience at JD Sports prepares him for comprehensive channel management at Castore.
- The move aligns with Castore’s strategic growth following significant investments and leadership expansions.
- Founded by the Beahon brothers, Castore continues strengthening its ties with sports teams and expanding its market presence.
British sportswear brand Castore has appointed Peter Alecock as its new commercial director. This strategic appointment comes as part of Castore’s efforts to reinforce its leadership team amidst significant growth. Alecock transitions from his role as CEO at Leeds-based fashion and homeware brand Joe Browns, where he served from July 2022 until February 2024. His previous experience spans over 16 years at JD Sports, where he held various commercial positions, most notably as chief operating officer of the fashion division from September 2019 to May 2022.
Alecock’s new role at Castore involves overseeing overall channel performance across wholesale, retail, and ecommerce, for both partnerships and the brand’s mainline divisions. He reports directly to chief commercial officer Tom Espin, marking a significant step in Castore’s strategic restructuring to support its expansion ambitions.
Castore’s decision to bolster its leadership is evident, with recent appointments including Kev McFadyen from Speedo as chief marketing officer and Leon Shepherd from Secret Sales as chief technology officer. Additionally, Stuart Puddy, formerly head of mergers and acquisitions at JD Sports, was appointed as investment director in January. These moves indicate a robust strategy to consolidate Castore’s market position and operational efficiency.
The brand’s trajectory has been on the rise since securing £150m last November from a consortium of new and existing backers, valuing the company close to £1bn. This financial boost has enabled Castore to pursue aggressive growth, enhancing its strategic partnerships with notable sports teams like Harlequins Rugby Club and Aston Villa Football Club.
Since being founded in 2016 by Phil and Tom Beahon, Castore has continually pushed boundaries within the sportswear market. Their focus on quality and performance has established significant alliances with sports entities, contributing to their substantial market share growth.
Peter Alecock’s appointment underscores Castore’s commitment to strengthening its leadership, aligning with its growth strategy and market expansion.
