Castore has appointed Peter Alecock as its new commercial director, marking a significant leadership addition.
- Alecock’s extensive experience spans roles at JD Sports and Joe Browns, where he held key executive positions.
- In his new role, Alecock will oversee Castore’s performance across its wholesale, retail, and ecommerce channels.
- This appointment is part of Castore’s strategic growth, following recent leadership expansions within the company.
- Castore continues to secure substantial financial support and partnerships, enhancing its market presence.
British sportswear brand Castore has made a strategic move by appointing Peter Alecock to the newly created position of commercial director. Alecock comes with a wealth of experience, having been the CEO of the Leeds-based fashion and homeware brand Joe Browns from July 2022 until February 2024. He worked closely with the founder, Simon Brown, implementing strategic initiatives that strengthened the brand’s market position.
Alecock’s career is further highlighted by his extensive tenure at JD Sports, where he served as chief operating officer of the fashion division from September 2019 to May 2022. His 16 years at JD Sports were spent in various roles, all contributing to his reputation as a seasoned leader in the commercial retail sector.
In his new role at Castore, Alecock will be tasked with overseeing the overall channel performance across wholesale, retail, and ecommerce. He will report directly to Tom Espin, the chief commercial officer, who has been with Castore for six years. This appointment is indicative of Castore’s commitment to enhancing its leadership team as the business continues to experience growth.
Further reflecting their growth strategy, Castore recently strengthened its leadership team with notable appointments. These include Kev McFadyen as chief marketing officer and Leon Shepherd as chief technology officer in February, as well as Stuart Puddy as the investment director in January. Each of these leaders brings valuable expertise, aimed at fortifying Castore’s position in the competitive sportswear market.
Castore’s growth is further evidenced by a significant financial milestone achieved last November, when the brand secured £150 million from both new and existing backers. This infusion of capital has valued the company at nearly £1 billion, underscoring investor confidence in Castore’s business model and future prospects.
Launched in 2016 by Liverpudlian brothers Phil and Tom Beahon, Castore has been proactive in forging strong alliances with renowned sports teams, such as Harlequins Rugby Club and Aston Villa Football Club. These partnerships have been instrumental in accelerating the brand’s growth and expanding its market reach.
Peter Alecock’s appointment as commercial director comes at a pivotal time for Castore, as it continues its ambitious expansion strategy.
