Peter Alecock, who had taken a six-month career break, has been appointed to the position of commercial director, according to sportswear shop Castore. His most recent role in the business was that of chief executive officer of Joe Browns, where he held the role for slightly over a year before being replaced in February 2024.
Alecock had previously worked for JD Sports Fashion for nine years, starting out as the fashion division’s commercial director before rising to the position of chief operating officer. With an emphasis on finance, he has also held several director positions at companies like Bank Fashion and Miss Selfridge.
With Alecock’s arrival, the Castore team has expanded significantly in recent months, adding chief technology officer Leon Shepherd and a new investment director named Stuart Puddy.
After securing a growth investment of 145 million pounds at the end of the previous year, the company opened its first store in continental Europe in the Netherlands and is currently expanding internationally.
Although Alecock had announced his new position on LinkedIn, he was reportedly given the responsibility of managing the company’s overall performance in its e-commerce, retail, and wholesale segments for mainline and partnership categories.
