Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Weird Fish nets former Americana boss Vidler

Lifestyle brand Weird Fish is priming itself for international expansion after appointing former Americana chief executive Kelvin Vidler as international sales director.

Vidler, who has 30 years’ experience in the fashion industry, was previously managing director of denim brand Lee Cooper and held sales and marketing director roles at Levi’s, plus Lee and Wrangler parent VF Corporation.

Vidler was also chief executive of Bench and Hooch parent company Americana from 2003 to 2007, in which time he took the brand into 28 countries.

In his new role at Cheltenham-based Weird Fish, Vidler will be tasked with wholesale distribution for both the UK and international markets, with global expansion first on the agenda.

“With many UK brands being swallowed up by large companies it’s great to be working with a growing independent brand,” said Vidler.

Weird Fish has several stockists in the Netherlands but he plans to expand its international footprint, with Scandinavia, Germany, Canada, South Africa, New Zealand and Australia topping the hit list.

In the UK, Weird Fish has 11 stores plus about 400 stockists.

In the 2012 calendar year sales at Weird Fish rose 9% to £12.9m. In the first half of 2013 the brand reported an 8% rise in like-for-like sales.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.