Brand Machine Group names new CFO

By

Sandra Halliday

Published
Jan 9, 2023

Brand Machine Group (BMG) has named James Simpson as its new Chief Financial Officer. He joins from Science In Sport and was previously Operational Finance Director for ASOS during a time of rapid global expansion for the e-tail giant.

BMG is a brand owner and global licensing house with a diverse portfolio of fashion, sports, and outdoor labels across adults and kidswear clothing and accessories. 

Its portfolio includes owned labels such as Penfield and Duchamp, as well as licensed big names such as Ben Sherman, Elle Junior, Franklin & Marshall, Jack Wills, Juicy Couture, Lyle & Scott, Lee, Original Penguin, and US Polo Assn.

In his new role, Simpson “will be at the heart of the business and its strategy of rapid international expansion, alongside developing the direct-to-consumer business further”. This will be done via scaling the group’s Penfield, Duchamp, Portofino Kids and US Polo Assn webstores alongside further retail store openings in 2023 and beyond.

He said he’s joining BMG at a “pivotal moment for the company. The group has a very impressive expansion journey to date matched with a great energy and focus on where it’s going, so supporting and driving this success further is truly a compelling proposition I wanted to be a part of”.

And BMG CEO Boo Jalil added that he joins with “exemplary experience in delivering strategy, governance, and planning for major companies at times of rapid digital and retail expansion”.