Daniel Bracken joins Specialty Fashion Group as CEO

Former Myer chief merchandise and customer officer joins owner of Millers, Katies, Crossroads, Rivers, City Chic and Autograph

Daniel Bracken
Daniel Bracken

Former Myer deputy MD and chief marketing and merchandising officer, Daniel Bracken, has re-emerged as the new CEO and managing director of Specialty Fashion Group, owner of brands including Millers, Katies, Rivers and Crossroads.

News of his appointment came as the ASX-listed retailer reported a 7.7 per cent dip in half-yearly revenue to $399 million, and underlying EBITDA of $18.5m.

Bracken was most recently deputy CEO and chief merchandise and customer officer at Myer, overseeing merchandise buying, design, sourcing and manufacturing and leading the Myer brand strategy. He initially joined as marketing chief before becoming chief merchandising and customer officer in May 2016, and gaining the deputy MD shortly after that.

Bracken left Myer in July amid ongoing tough retail trading conditions for the department store.

Prior to this, he was CEO of The Apparel Group, which owns Saba, Sportscraft and Willow. Bracken’s resume also includes a variety of roles at Burberry London including VP of strategy, and commercial and operations director of menswear.

In a statement, SFG chairman, Anne McDonald, said the board had been looking for strong senior credentials in fashion merchandising, supply chain, customer experience and staff engagement as well as building and leading a customer-led culture. SFG’s portfolio encompasses City Chic, Autograph, Millers, Katies, Crossroads and Rivers.

“Daniel brings passion, energy and deep experience developing successful apparel brands, reinvigorating merchandising strategies, and leading the transformation of retail businesses facing structural, cyclical and competitive challenges,” she said.

Bracken will be tasked with the next phase of the company’s redevelopment, including leading an ongoing structural review to improve shareholder value, McDonald said.

Commenting on his appointment, Bracken said he was looking forward to working with the team on the ongoing transformation of the business.

“SFG has a range of customers in the lifestyle as well as mature and plus-sized segments of the apparel market that fashion too often overlooks,” he said. “I am energised by the opportunity to harness the power clothing has to influence how you feel about yourself and accelerate the work underway to achieve the company’s aspirational purpose: To change the perception of fashion.”

Bracken takes up the reins from 12 February and is based in Sydney.

Meanwhile, the overall group had a mixed half-year to 31 December 2017. Accompanying the revenue dip was a 3.3 per cent drop in comparable sales, along with a $12.3m fall in net underlying net profit before tax to $6.2 million.

Its two plus-size fashion brands, City Chic and Autograph, were strong performers, however, showing strong revenue growth and particularly strong take-up in online sales. City Chic, for example, which is aimed at younger plus-size women, saw 34.3 per cent of total sales over the first half come in via its website, against 17.8 per cent at Autograph.

In contrast, just 4.4 per cent of Millers sales are online, and 5 per cent of those for the Rivers brand.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...

Brian 't Hart

Why Gartner thinks brands are too uptight about strategy

Read more

Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...

Eva Buttler

5 steps to customer intelligence success

Read more

here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/

Yasir Abbas

Adobe: Tech architecture, talent stopping companies making the experience shift

Read more

Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...

Davy Adams

Why Gartner thinks brands are too uptight about strategy

Read more

My father had ALS (amyotrophic lateral sclerosis) for 3 years His first symptoms were weakness in his hands and losing his balance which ...

Janice Tollis

Why Gartner thinks brands are too uptight about strategy

Read more

Latest Podcast

More podcasts

Sign in