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Animal boss exits after two months

Animal chief executive Steve Bracewell has left the business after less than two months at the helm.

Bracewell joined the boardsports brand on October 2 and the company declined to comment on the circumstances of his departure.

His exit comes not long after that of his predecessor Rose Foster, who left in August after less than two years in the role.

Bracewell joined Animal from Sports Direct-owned outdoor brand Gelert, where he was chief executive from February 2012. Before Gelert, he was a managing director at K-Swiss from 2001-12. Speaking to Drapers shortly after his appointment, Bracewell said he planned to expand Animal’s independent stockist base and slim down its product range.

But one industry insider told Drapers the brand needed to “get its strategy straight” and focus on the product in order to turn things around.

“At the moment Animal doesn’t have anyone steering it commercially or creatively. It needs to get the product handwriting right.”

Animal has more than 550 accounts in the UK.

Readers' comments (2)

  • Not a surprise - Steve is old school and out of touch with reality

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  • maybe JD didn't want to buy it as that the only customer Steve knows

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