Peter Alecock was recently appointed as Joe Browns’ Chief Executive Officer in June 2022, having spent 22 years navigating big brands within the retail sector. A strong pedigree in fashion retail – Peter joined from JD Sports Fashion plc where he was Chief Operating Officer of its fashion division, having been with the company for 15 years. Peter started out at Ford Motor Company where he qualified as an accountant before joining Arcadia Group in 2000, where he worked across a number of Brands before becoming FD of Miss Selfridge. He moved to Bank Fashion as FD and a year later JD acquired the business, with Peter moving to MD. Joe Browns is experiencing enviable growth and Peter joins at a very exciting time for the brand, where he’ll be instrumental in spearheading its ambition of reaching £100m sales by 2026.