Non-Executive Director Appointment, Dryrobe (UK)
The Client
Dryrobe is one of the UK’s most recognisable outdoor clothing brands, trusted by athletes, adventurers, and outdoor enthusiasts around the world. Built on innovation and a clear sense of purpose, the company has scaled rapidly from £4.5M in 2019 to a peak of £23M in 2021, before stabilising at £16M in 2023. With strong brand equity and an increasingly global customer base, Dryrobe was preparing for its next chapter: deeper international expansion, strengthened digital capability, and a more data-driven approach to decision-making.
To support this evolution, the Board recognised the need for an experienced Non-Executive Director who could bring specialist expertise, constructive challenge, and a broader strategic lens.
The Requirement
Dryrobe engaged Novo to appoint a Non-Executive Director with a rare blend of sector knowledge and commercial depth. The ideal candidate would offer proven experience in:
- Retail and multi-channel growth
- Outdoor clothing and performance apparel
- E-commerce and digital optimisation
- Overseas manufacturing and supply chain
- Brand strategy and market positioning
- International sales, with a strong emphasis on the USA and Germany
- Data-led decision-making and commercial insight
Beyond technical capability, the successful candidate needed to be a supportive but stretching voice at Board level, someone able to challenge assumptions, energise strategic discussions, and guide the executive team through a period of continued growth.
The Solution
Novo carried out a proactive, research-driven search. This combined targeted outreach to senior leaders within outdoor apparel, high-growth consumer brands, and digitally-led retail businesses, supported by discreet advertising and Novo’s extensive network of Board-level talent.
Candidates were evaluated on both experience and mindset. We looked for individuals who had successfully navigated brand internationalisation, scaled e-commerce channels, and brought genuine Board-level influence. Cultural alignment was equally important; Dryrobe sought someone grounded, progressive, and aligned with its purpose-led brand ethos.
The Outcome
Within five weeks, Novo delivered a high-quality shortlist. Dryrobe ultimately appointed a seasoned NED with deep global retail experience, a track record in e-commerce transformation, and a strong understanding of brand-building across international markets. Their appointment has already added meaningful challenge and clarity to strategic conversations, strengthening the Board’s capability at a pivotal point in the company’s growth.
For the successful candidate, this role offered a chance to help shape the future of a fast-growing, values-driven British brand. It provided the opportunity to influence international strategy, support a mission-led leadership team, and contribute to one of the UK’s most exciting consumer businesses as it scales globally.
