Finisterre appoints Superdry veteran as Head of Retail
Finisterre has appointed Joe Ward as its new Head of Retail, bringing nearly 18 years of experience at Superdry to the growing British outdoor brand as it accelerates its UK store expansion.
Ward joins Finisterre from Superdry, where he most recently served as Head of International Retail and Global Retail Support, a role he held from late 2024 until January 2026. Before that, he spent four years as Head of Global Retail Support, overseeing operational strategy across the brand’s global retail estate.
His tenure at Superdry spanned almost two decades, beginning on the shop floor and progressing through store manager, area manager, VM operations manager and senior global leadership roles. He also led regional operations across Scotland and Ireland, giving him hands-on experience across both frontline retail and large-scale international execution.
Announcing the move on LinkedIn, Ward said: "I’m happy to share that I’m starting a new position as Head of Retail at Finisterre! Super excited about joining this incredible, purpose-led brand."
Will Sheane, CEO of Finisterre, told TheIndustry.fashion: "We’re thrilled to welcome Joe to Finisterre and are super excited for what he’ll bring to the brand. With his deep international retail experience and track record of building great teams, he’s perfectly placed to help us keep elevating how our community experiences Finisterre as we grow. Lots in store for 2026!"
Ward’s appointment comes as Finisterre continues to scale its physical retail presence across the UK. This spring, the Cornwall-based brand is opening three new stores in Cambridge, Cardiff and Poole, taking its total UK store count to 14 locations, with further expansion under active consideration beyond 2026.
Founded in 2003 and born from the needs of hardy British surfers, Finisterre has evolved from a specialist coastal brand into a national outdoor player, combining performance-led product with a strong sustainability and environmental ethos. Retail has become a central pillar of that strategy, with stores designed to function as community spaces as much as commercial ones.
