Superdry announced the appointment of Peter Sjölander as Chairman, effective 29th April 2021. Peter has had a hugely successful executive career across public company, private equity and founder-led environments. From 2007 to 2015 Peter was CEO of Helly Hansen where he delivered a step change in the performance of the brand, driving its transition from being a business focused on its local Scandinavian markets to a globally recognised brand. Digital transformation was core to Peter's leadership of Helly Hansen. Most recently Peter has held a number of senior advisory and non-executive roles, including working with leading private equity funds where he has advised a number of brands and digital consumer businesses within their portfolios, overseeing their growth and successful technology implementations. Peter will join the Superdry Board as an independent non-executive director on 29th April 2021 and on the same date Peter Williams will step down as Chairman and from the Board. Details of Peter Sjölander's remuneration package, which is in line with the shareholder approved Remuneration Policy, will be set out in the next Directors' Remuneration Report.