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 next January 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.

Described as a person with a passion for health and wellbeing, Patel has served most recently as deputy CEO of Pentland Brands. Previously involved in the pharmaceutical and fitness, industries, notably handling the EMEA operations of Power Plate International, Patel joined Pentland Brands at the beginning of 2011. After working in leadership roles for the Mitre and Lacoste brands, he joined the group’s executive team in 2016 as director of global strategy. He then 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, responsible also for the group’s product teams, its in-house creative agency, external communications and digital brand platforms. She comes from White Stuff, where she served in the executive team as customer director. Prior to that, she gained experience in brand building at world-class advertising and digital agencies including BBH, WRCS and Isobar. She was also global brand director at Boden.

The chief operating officer’s role will be transferred to Jon Godden, currently chief human resources officer. Charlotte Cox, currently brand director for the Canterbury and Mitre brands, 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 reorganization of the finance team. Highfield joined the company in 2015 as marketing business partner and then as head of finance for the Lacoste footwear license. In that role, she oversaw the transformation of the business into a 50-50 joint venture with Lacoste. She subsequently became executive business manager in 2017 and commercial finance director in 2018. Highfield started her career at PriceWaterhouseCooper (PWC) and then worked in various finance roles at big companies like Amazon and Sainsbury’s.