Skip to content

Frasers Brand Chief Leaves to Run HUGO BOSS

Frasers Group has lost Chief Brand Partnerships Officer David Epstein to the top job at HUGO BOSS and named 20-year insider Alastair Dick as Chief Commercial Officer. Its shares were slightly lower in early trade.

Frasers Group (LSE: FRAS), the UK retailer of sports, premium and luxury brands, said David Epstein will step down as Chief Brand Partnerships Officer to become chief executive of HUGO BOSS AG. The change takes effect on the 1st of January 2027, and the company announced it at 6:10pm yesterday, after the London close.

Alastair Dick, currently Head of Commercial for the Premium and Luxury division, becomes Chief Commercial Officer, responsible for the group’s commercial buying and brand relationships. He has been with Frasers for over 20 years. Epstein spent more than 10 years there and was previously Managing Director of the Premium and Luxury division.

“Alastair is central to the commercial function of our Premium and Luxury business. As we continue to drive our strategy forward, now is the right time for him to step up and lead the division as a whole, including brand relationships.”

David Al-Mudallal, Chief Operating Officer of Frasers Group

Frasers shares were quoted at 951.5p at about 9:35am today, down 6p, or 0.63%, from yesterday’s close of 957.5p. This is the first session since the announcement. HUGO BOSS was down 0.16% at €38.33 in Xetra trading at about 9:30am.

FRAS.LSE

The stock arrives at this news after a strong run. At the 951.5p quote it is up about 12.6% over one month from 845p on the 13th of October, and 16.4% over three months from 817.5p on the 13th of August. It is up 40.3% this year from 678p at the end of 2025. The shares rose from 910p on the 4th of November to 958p on the 5th of November on heavier volume. No cause for that move is confirmed.

The shares are 4.1% below their intraday 52-week high of 992p, reached on the 9th of November, and 3.1% below the 6th of November close of 981.5p. Frasers’ market value was about £4.08bn at yesterday’s close.

Line chart of Frasers Group daily closing share price rising from mid-August to early November 2026, then easing slightly, with a marker for the management announcement
Frasers Group daily closing share price, 13th of August to 12th of November 2026

Today’s dip is small and the session is young, so it is too early to read much into it. The handover to Dick is due on the 1st of January, and Frasers’ half-year results are listed for the 3rd of December, a date the company has not confirmed.

Asktraders News Team
Asktraders News Team
Team Member

The AskTraders Analyst Team features experts in technical and fundamental analysis, as well as traders specializing in stocks, forex, and cryptocurrency.

Stay ahead of the markets

Sign up to our free Morning Markets email, every weekday before the open.