Superdry Veteran Joe Ward Leads Finisterre’s Retail Expansion

Outdoor lifestyle brand Finisterre has announced the appointment of Joe Ward as its new Head of Retail, effective January 14th. Ward joins Finisterre from Superdry, bringing with him a wealth of experience in the retail sector.

Ward’s career at Superdry spanned nearly 18 years, culminating in the role of Head of International Retail and Global Retail Support, a position he held for the two years prior to his departure. Throughout his tenure at Superdry, he progressively took on roles of increasing responsibility, starting as a Store Manager and advancing through Area Manager and VM Operations Manager positions before reaching senior global leadership.

His expertise encompasses overseeing operational strategy across a substantial global retail estate, making him a valuable asset to Finisterre as the brand continues its expansion. Ward expressed his enthusiasm for the move on LinkedIn, stating he was “Super excited about joining this incredible, purpose-led brand.”

Finisterre’s CEO, Will Sheane, echoed this sentiment, highlighting Ward’s “deep international retail experience and track record of building great teams.” Sheane believes Ward is “perfectly placed to help us keep elevating how our community experiences Finisterre as we grow,” and hinted at significant developments planned for 2026.

The appointment follows what Finisterre describes as a “landmark year” for the Cornish-born brand, marked by a strong commitment to providing functional and sustainable apparel to outdoor and coastal communities throughout the UK. This growth included the opening of a flagship store in London, alongside new locations in Brighton, Holt, Norfolk, Cambridge, Cardiff, Poole, and the brand’s first foray into the north with a store in Leeds.