Frasers Group has expanded Andy Brown’s executive mandate to cover brand oversight alongside people strategy, consolidating two functions under a single C-suite role for the first time.
Andy Brown has been appointed Chief People and Brand Officer at Frasers Group, extending a remit that has steadily widened since he joined the British multibrand retailer in 2020.
The role formalizes an expanded scope that now includes brand oversight alongside responsibility for people strategy. Brown most recently served as Chief People Officer from August 2024, following four years as Group HR Director, where he supported workforce management across a portfolio that includes Sports Direct, House of Fraser, Flannels and a range of other retail fascias.
The appointment brings together two functions that, in many retail organizations, have traditionally operated separately. At Frasers, the move signals a closer alignment between internal culture and external positioning at a time when the group continues to evolve its market identity.
Over recent years, Frasers Group has been working to broaden its proposition beyond its legacy in discount sports retail, with increased emphasis on premium and lifestyle segments. Within that context, aligning responsibility for brand and people under a single executive suggests a focus on consistency between how the business presents itself to consumers and how it operates internally.
Brown’s experience centers on managing large, distributed workforces in complex, multi-site environments. He joined Frasers following its acquisition of Evans Cycles, where he served as HR Director, and has since held senior roles overseeing HR strategy across the group’s expanding retail estate. Earlier in his career, he held HR leadership positions at Countrywide and Hamptons International, working on organizational transformation and employee engagement across geographically dispersed networks.
