Suit Direct names Murphy CEO as Gül's turnaround set for expansion
The menswear retailer promotes its former finance chief on 1 August, credits the outgoing boss with steering a rapid change, and targets ten new stores this year.
Image: drapersonline.com
Murphy takes the top job
Murphy became chief executive of Suit Direct on 1 August, moving up after a year as the company's chief financial officer. Suit Direct said the appointment continues "consistency in vision" as the business prepares for further growth. Murphy joined parent Baird Group in 2025, before which he held senior finance and leadership roles in the apparel sector. The announcement came alongside news of the retailer's store expansion programme.
Gül credited with turnaround
Suit Direct praised outgoing boss Gül for a "pivotal role" in the menswear retailer's turnaround, saying he "successfully steered the company through a period of rapid change." The company said under Gül's leadership it "sharpened its strategic focus" and was set up for future growth. The statement to Drapers attributed the repositioning directly to Gül's tenure, without naming a successor's role in that work.
Murphy's retail finance background
Before joining Baird Group in 2025, Murphy held senior finance and leadership positions at Jacques Vert Plc from 2004 to 2013, at Sonik Sports Ltd from 2015 to 2017, and at clothing and fabric manufacturer Brand Machine Group from 2021 to 2022. The roles span British fashion, sports goods, and textile manufacturing, giving him a breadth of experience across the industry. He now applies that to leading Suit Direct.
New CEO on his appointment
Murphy told Drapers: "I am honoured to be taking the role of CEO at Suit Direct and am excited to work with the superb management team here as we lead the business into the future." The statement came as the retailer confirmed its ongoing bricks-and-mortar expansion, with a target of 10 new openings in the current calendar year. Murphy's remarks frame the leadership change as momentum for growth.
Expansion continues without location details
Suit Direct's bricks-and-mortar expansion is ongoing, but the retailer has not disclosed which locations will be added. The push is part of a wider strategy to extend its presence across the UK, following the repositioning carried out under Gül.
Baird Group's Ted Baker partnership
Suit Direct's parent, Baird Group, is also deepening its partnership with Ted Baker through a UK and Europe formalwear license. The deal gives Baird rights to produce and sell Ted Baker formalwear in those regions, building on existing relationships. That move runs parallel to Suit Direct's store growth, with the group leveraging brand licenses alongside its owned retail chain.
Draws on source material published at drapersonline.com.
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