CFO World

Country Road poised for brand revitalisation with new MD

Country Road owner, Woolworths Holdings, makes several management changes as the retailer looks to retain a position in the ever-tougher Australian retail landscape

In a move that looks set to be the beginning of a brand revitalisation of Country Road, former Supre and Sportsgirl head, Elle Roseby, has been appointed as managing director of the retailer.

South African retailer Woolworths Holdings, who owns Country Road, also recently removed Woolworths' regional chief executive, John Dixon, from his role.

Roseby takes over from Darren Todd, who reportedly leaves this week after two years in the role. She is currently the general manager of Supre, but is arguably best known as CEO of Sportsgirl, where she oversaw a transformation of the fashion brand.

“We are delighted to welcome Elle Roseby to the Country Road Group. Elle is an exceptional retailer and will be joining the business as managing director of Country Road as we further transform and develop the iconic Country Road offering,” a Country Road spokesperson said.

The latest executive changes also follow departure of general manager of brand and customer experience, Col Kennedy, in April. Kennedy was with Country Road for just 14-months, where he reported directly to the managing director on overall brand positioning and customer engagement strategies, from visual merchandising and creative to online, including ecommerce, and marketing globally.      

Kennedy has since taken up a marketing director’s position with Australian QSR, Grill’d.

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