(SGI) In an internal promotion, Chirag Patel is taking the place of Andy Long as chief executive of Pentland Brands, the owner of Berghaus, Canterbury, Ellesse, Speedo and other brands, overseeing a re-shaped executive team. Filling a new role, Long will become a director of Pentland Brands’ parent company, the Pentland Group, with responsibilities for various activities including finance, tax and banking relationships.

Stephen Rubin is the chairman of the Pentland Group, whose investments including a majority stake in JD Sports Fashion. His son Andy Rubin is the chairman of Pentland Brands.

Patel has most recently served as deputy CEO of Pentland Brands. He joined the company in early 2011 after working in the pharma and fitness industries. After holding management positions for Mitre and Lacoste at Pentland Brands, he joined the group’s management team in 2016 as director of global strategy and later became chief operating officer, handling marketing and product across all brands. He led its operations in the U.S. and the team that was responsible for the acquisition of SeeVees, Endura and Speedo North America.

With Patel taking on the leading role at Pentland Brands, the company’s executive team will have a new chief marketing officer, Penny Herriman. The chief operating officer’s role will be transferred to Jon Godden, currently chief human resources officer. Charlotte Cox, currently brand director for Canterbury and Mitre, has been appointed president for EMEA, responsible for the commercial teams across the region, replacing Richard Newcombe, who will manage the footwear joint venture with Lacoste and develop new opportunities in the footwear sector. Matt Rock will continue as president for the Asia-Pacific region, overseeing the regional commercial teams and supervising the global supply chain. Dominique Highfield will join Pentland Brands’ executive team as director of finance, and Katrina Nurse, the current chief finance officer, will leave the group at the end of September following a restructure of the finance team. 

Herriman, Cox and Highfield will join the executive team in the fourth quarter. Patel and Long will start their new roles in January.

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