Follow us


Percival bolsters board “to lead brand strategy and business growth”

Tom Bottomley
23 May 2023

British menswear brand Percival has appointed Dan Rookwood as Board Director and Cheryl Calegari as Non-Executive Chair to lead brand strategy and business growth, alongside Percival’s senior management team led by CEO Christopher Gove.

Rookwood’s previous experience includes roles as Global Senior Director of Editorial at Nike, US Editor at Mr Porter and Style Director at Men’s Health. He has been working with Percival’s investment group, VGC Partners, since June 2022 as Head of Brand - supporting VGC’s portfolio to elevate all aspects of its brand and marketing strategies.

Calegari’s previous roles include Senior Director Global Brand Marketing at Converse and Vice President Marketing for Beats By Dre at Apple. As a consultant, Calegari has most recently been advising wellness brand Therabody and luxury sneaker retailer Kick Game, which also counts VGC as investors.

Christopher Gove said: “We are delighted to have Cheryl Calegari and Dan Rookwood supporting us on our growth journey, their wealth of brand and industry knowledge working with market leading retail businesses is a huge asset to our team. They are both great additions to our board, and will help us drive and deliver our forecasted business performance for 2023 and beyond.”

Percival Menswear

Dan Rookwood

Rookwood commented: “I’ve been a brand fan of Percival’s since the very beginning and I made the initial introduction to VGC years ago. I’ve enjoyed seeing the brand’s success, especially since VGC invested, but now to have the opportunity to be a part of that success as a Director is a privilege and a pleasure.

“With my background in menswear and brand building, I’m excited about what I can bring to the table to help Percival fulfil its potential.”

Percival Menswear

Cheryl Calegari

Calegari added: “Percival is a brand that truly disrupts the norm with a considered design aesthetic, collaborations and product innovation and Percival’s ambitious growth journey.

“Throughout my career, I have helped lead transformational brand building, iconic creative, cultural connectivity and business results and look forward to championing this next chapter.”

Percival is looking to “double sales figures” in 2023, having achieved that annually from 2018 – 2022 by focusing on expanding product categories and international growth, primarily through its direct to consumer (DTC) platform.

Free NewsletterVISIT