HERA announces leadership transition in 'strategic restructure'

Cheltenham-based streetwear brand HERA has announced that company directors and sisters, Holly Beadle and Georgia Streeton, have been made majority shareholders in the fashion brand.

The move is described as a "strategic restructure" led by father of the sisters, Paul Richardson, the former Chairman of Gymshark who acquired the brand in October 2021. Richardson remains as Chairman at HERA.

HERA CEO Beadle and Chief Brand Officer Streeton have been successfully driving a rebrand and relaunch over the past four years, having expanded into womenswear which now accounts for 30% of total revenue for the brand.

Other key milestones have included launching high profile collaborations with Rachel Daly and Mat Armstrong, the introduction of circular fashion initiative HERA Rewear, and securing a landmark partnership with drinks giant Pepsi that saw the launch of a limited-edition four-piece collection earlier this month.

Beadle and Streeton’s transition to co-owners, with a 66% joint share in the brand, "reflects their proven leadership, innovation, and impact in shaping HERA’s success".

Paul Richardson said: "Holly and Georgia’s appointment as co-owners of HERA is a true testament to their exceptional leadership since the acquisition. They have successfully driven the business from day one, and their vision has transformed HERA into the brand it is today.
“I have no doubt that as co-owners they will continue to lead with passion and take the company to new heights. Their journey is a powerful example of women in business and I’m excited to see what they achieve in this next chapter."

In a joint comment, Beadle and Streeton, added: "We are incredibly proud to have spent the last four years deeply immersing ourselves in all things HERA - truly understanding our business, our customers, and redefining the core of who we are.

"As we step into another transformative year, we are thrilled to embark on the next chapter as co-owners, committed to further building and elevating the brand. As always, we take immense pride in being a family-owned and women-led British brand, and we are excited for the future ahead."

Established in 2015, HERA gained prominence with the introduction of the ‘Spray-on Skinny Jean’, described as "a pioneering product in men’s denim fashion". The brand quickly garnered attention from customers and celebrities alike, renowned for its signature oversized streetwear aesthetic worn by the likes of Lewis Hamilton and Hailey Bieber.