Executive appointment at Weird Fish signals growth strategy for Total Capital portfolio company

Weird Fish, a portfolio company of Total Capital, has announced the appointment of David Butler as its new Chief Executive Officer. Butler, formerly CEO of Crew Clothing for seven years, succeeds John Stockton, who has led the UK lifestyle clothing brand since 2008.

During his tenure at Crew Clothing, which concluded in May 2023, Butler oversaw a significant expansion, doubling the company’s turnover to over £120 million. His prior experience includes a successful period as managing director at footwear brand Ecco (2010-16), where he expanded its European retail presence to more than 300 stores.

Commenting on his new role, Butler stated, “Weird Fish is a great business and one that I have followed for many years. I’m looking forward to building on the success already achieved and developing the brand further.”

The transition follows a period of substantial growth under Stockton’s leadership, who, according to a company statement, “transformed it from a niche to a mainstream leisure clothing brand”.

Weird Fish chairwoman Sally Bailey acknowledged Stockton’s contribution, saying, “On behalf of the board, I would like to thank John Stockton for the important impact he has made at Weird Fish. His leadership over the last 14 years has been a significant factor in growing the business into the leading lifestyle brand that it is today. 

“John has shown commitment and passion and will be missed by staff and suppliers alike. I want to take this opportunity on behalf of us all to wish him the very best for the future.”

Looking ahead, Sally Bailey confirmed Stockton’s continued involvement in the company’s strategic direction, adding, “We are delighted that John has agreed to stay with us to work on developing our international business.”

The appointment of Butler is viewed by the board as a strategic move to capitalise on his extensive retail experience. 

Sally Bailey said “I’d like to welcome David Butler to the Weird Fish shoal. He has significant retail experience both in the UK and overseas, and a proven track record in developing clothing businesses. I look forward to him leading the brand to further success.”

Natalie Eastham, Managing Partner of Total Capital says: “David brings a wealth of experience and a fantastic track record of driving growth in retail businesses.  We look forward to working with him and continuing our successful partnership with the firm.”

This leadership change signals a potential new phase of growth and expansion for Weird Fish, leveraging Butler’s track record in scaling clothing retail businesses within the competitive UK retail market and beyond.