Ambitious outdoor lifestyle brand Finisterre as appointed a new head of retail, with Joe Ward joining on 14 January from Superdry.

Ward brings nearly 18 years’ experience at the global fashion retailer where he was head of international retail and global retail support for two years until his departure.

Other roles there included store manager, area manager, VM operations manager before taking on those wider senior global leadership roles that took in overseeing operational strategy across the brand’s global retail estate.

Announcing the move to Finisterre on LinkedIn, Ward said: “Super excited about joining this incredible, purpose-led brand.”

Will Sheane, CEO of Finisterre, is also quoted as saying: “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!”

And that teasing outlook for 2026 follows a “landmark year” for the Cornish born brand reflecting the brand’s “commitment to bringing functional and sustainable apparel to key outdoor and coastal communities across the UK”, that included Finisterre’s London flagship and openings in Brighton Holt, Norfolk, locations are in Cambridge, Cardiff and Poole and its first venture north to Leeds.