New Commercial Director Appointed by Castore After Hiring Ex-JD Sports COO

Castore has selected Peter Alecock, a former JD Sports executive, for the fresh role of commercial director.

Alecock previously served as the CEO at Joe Browns, a retailer focusing on home and fashion goods, between July 2022 and February of this year. Prior to this, he held the position of chief operating officer at JD Sports from September 2019 to May 2022, after working in various commercial capacities at the sportswear company for 16 years.

Tasked with managing the overall performance of Castore’s sports brand in retail, wholesale, and online sales sectors for partnerships and mainline divisions, Alecock’s appointment was revealed by Drapers.

Ranked as the second fastest-growing private firm in the UK as of June 2023, Castore has welcomed new additions to its leadership team, including Leon Shepherd from Secret Sales as the chief technology officer and Stuart Puddy, an experienced professional from JD Sports, as the investment director.

In November, the company secured £150 million from investors, both new and existing, in a substantial deal that valued Castore close to £1 billion.

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