The British fashion company Pentland Brands Limited will reorganize its management team. The current CEO of Pentland Brands Limited, Andy Long, will join the parent company, Pentland Group Limited, as a director. Long will be responsible for the Group's financial, tax and banking relationships, among other things.

Andy Long
Photo: Pentland Brands Limited
Andy Long
As a result, Chirag Patel, previously deputy chief executive officer, will be appointed as the new CEO. Patel joined the Pentland Brands management team in 2016, first as director of global strategy and then as chief operating officer. In this position, he led marketing and products for all brands, the U.S. business and the team responsible for the acquisition of SeaVees, Endura and the license for Speedo North America.
Chirag Patel
Photo: Pentland Brands Limited
Chirag Patel
New addition Penny Herriman will join the company as chief marketing officer. Herriman is coming to Pentland Brands from White Stuff, where she was customer director and a member of the management team, prior to that she was global brand director at Boden. Herriman will be responsible for leading the brand product and marketing teams across the global organization, as well as the internal creative agency, external communications team and digital brand platforms.
Penny Herriman
Photo: Pentland Brands Limited
Penny Herriman
Jon Godden, currently chief human resources officer, will be appointed chief operating officer and will lead the IT, HR, legal, portfolio, project management and workplace functions.

Charlotte Cox, currently brand director, teamsport (Canterbury and Mitre), will be appointed president EMEA and will be responsible for the commercial teams across the region. Cox succeeds Richard Newcombe, who will take responsibility for footwear development, in addition to his responsibility for the relationship with JV Lacoste.

Charlotte Cox
Photo: Pentland Brands Limited
Charlotte Cox
Matt Rock will continue to be responsible for both the global supply chain and regional commercial teams in his role as president ASPAC.


Dominique Highfield will join the management team as finance director. Following a restructuring of the finance team, the position of CFO of Pentland Brands will be redundant and Katrina Nurse, CFO, will leave the company at the end of September.

Dominque Highfield
Photo: Pentland Brands Limited
Dominque Highfield
The changes in the management team are a result of the recent strategic business review and long-term succession planning strategy of Pentland Brands Limited. The goal is to make Pentland Brands' core brands - Speedo, Berghaus, Endura, Canterbury, Mitre, Ellesse, Kickers and SeaVees - more sustainable.

Herriman, Cox and Highfield will join the management team in the fourth quarter, and to ensure a smooth transition, Patel and Long will assume their new roles on January 1, 2021.




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