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Animal appoints new chief executive

Lifestyle brand Animal has appointed Steve Bracewell as its new chief executive, following the surprise departure of Rose Foster in August.

Bracewell joins Animal from Sports Direct-owned outdoor brand Gelert, where he has been chief executive since February 2012. Bracewell has more than 25 years’ experience in the fashion, sport and outdoor markets across both the UK and Europe.

Prior to working at Gelert, Bracewell was managing director of the EMEA region at K-Swiss from 2001 to 2012. He was also global product and marketing director of Reebok International for a decade following a stint as general manager for the UK and Ireland.

Bracewell said: “Animal has a strong heritage in the UK market and is well-known for its brand values and authenticity. This gives us a great platform to move forward in the right direction and fulfil the true potential of the brand”.

The appointment follows the departure of Foster from the company in August.

She joined the company in November 2011 from young fashion brand Hed Kandi Fashion, where she was managing director.


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