Superdry promotes Shaun Packe to Chief Operating Officer
High street retailer Superdry has appointed Shaun Packe as its new Chief Operating Officer.
Packe, who currently serves as the company’s Global Sourcing and Sustainability Director, joined Superdry’s leadership team in 2019. In his current role, he oversees sourcing, production, quality, and drives the retailer’s corporate social responsibility (CSR) roadmap.
With over 25 years of experience in the retail apparel sector, including six years with George at Asda, Packe has been a key figure at Superdry since 2011. During his tenure, he played a pivotal role in transforming the brand into a global multi-channel giant. Notably, he has been instrumental in propelling Superdry’s ambition to become “the most sustainable listed global fashion brand on the planet by 2030.”
Shaun Packe’s promotion follows the departure of Silvana Bonello, the former Chief Operating Officer, as part of the company’s turnaround strategy to secure fresh funding. Bonello, who joined Superdry in March 2021, was responsible for strategic planning, deployment, and execution across all retail channels.
Superdry’s CEO, Julian Dunkerton, expressed his delight at Packe’s appointment, highlighting their twelve-year working relationship. Dunkerton praised Packe’s proven leadership skills, acknowledging the increased responsibility he will assume in the company. As they continue their partnership, Dunkerton looks forward to working even more closely with Packe in the future.
