Outdoor brand Finisterre has appointed Joe Ward, a seasoned retail professional with nearly 18 years of experience at Superdry, as its new Head of Retail. This strategic hire signals Finisterre’s commitment to accelerating its UK store expansion and enhancing customer experience across its growing physical footprint.
Key Takeaways
- Joe Ward joins Finisterre as Head of Retail, bringing extensive experience from Superdry.
- The appointment coincides with Finisterre’s plans to open three new UK stores in Spring 2026.
- Ward’s role will focus on strategy, customer experience, and team development to drive sales.
A New Chapter for Finisterre Retail
Finisterre has welcomed Joe Ward to its leadership team as Head of Retail. Ward brings a wealth of experience, having spent almost 18 years at Superdry, where he most recently held the position of Head of International Retail and Global Retail Support. His career at Superdry saw him progress through various roles, from shop floor to senior global leadership, including managing regional operations across Scotland and Ireland. This diverse background provides him with comprehensive expertise in both frontline retail and large-scale international operations.
Ward expressed his enthusiasm for the new role on LinkedIn, stating, "I’m happy to share that I’m starting a new position as Head of Retail at Finisterre! Super excited about joining this incredible, purpose-led brand."
Driving Growth and Community Engagement
Finisterre’s CEO, Will Sheane, highlighted the significance of Ward’s appointment for the brand’s expansion strategy. "We’re thrilled to welcome Joe to Finisterre and are super excited for what he’ll bring to the brand," Sheane commented. "With his deep international retail experience and track record of building great teams, he’s perfectly placed to help us keep elevating how our community experiences Finisterre as we grow. Lots in store for 2026!"
Ward will report to Commercial Director Ralph Percival and will be instrumental in leading Finisterre’s retail presence. His responsibilities will encompass developing strategies to promote sales, enhancing the customer experience, and fostering team development.
Expanding Physical Presence
The appointment of Ward aligns with Finisterre’s ambitious plans for scaling its physical retail network. The Cornwall-based brand is set to open three new stores in Cambridge, Cardiff, and Poole in Spring 2026, bringing its total UK store count to 14. Further expansion beyond 2026 is also under active consideration.
Founded in 2003, Finisterre has evolved from its origins as a specialist coastal brand to become a prominent national outdoor player. The brand is recognised for its performance-led products and a strong commitment to sustainability and environmental ethos. Retail is a key component of Finisterre’s strategy, with its stores designed to serve as community hubs as much as commercial spaces.
Sources
- Finisterre appoints Superdry veteran as Head of Retail, TheIndustry.fashion.
- Finisterre poaches head of retail from Superdry, Drapers.
