Unlocking END. Clothing’s next chapter

Over the past 20 years, END. Clothing has grown from a Newcastle start-up into a globally recognised, digital-first fashion and lifestyle retailer at the forefront of contemporary menswear, streetwear and luxury. By June 2025, with Apollo’s backing and a new CEO in place, it was time for a Chief Brand Officer to join the leadership team and push boundaries and accelerate the next stage of growth.

The challenge

END. was entering a moment of unprecedented opportunity. The brand had awareness, credibility
and a strong, loyal community. And the CEO was focused on bringing greater clarity, cohesion and
creative leadership to really develop the brand to a new wider audience.

He wanted a seasoned expert to define the brand’s point of view, inspire a highly engaged
audience and bring growth across on and offline retail, womenswear and own-brand development.
The remit called for a leader with vision, instinct and the authority to shape an entire brand
ecosystem, from storytelling to store layout, to raise the creative standard across the business.

Our approach

END. Clothing spans luxury, streetwear, digital culture and curated retail, so we built a great list of
more than 200 leaders across this eco-system, individuals with experience in successful growth,
limited budgets and boundary pushing.

To match END.’s expectations, we shaped our assessment around brand strategy, creative
direction, cultural relevance, commercial instinct, team leadership and omni-channel experience.
We focused on leaders who can shape visual identity with confidence, build cultural momentum
and connect digital and retail into one seamless experience. We also prioritised those with the
presence and EQ to work as a collaborative thought partner to the CEO, a core part of our brief.

The result

Sheena Sauvaire is an award-winning, widely respected brand and creative leader with a deep
track record across global fashion, luxury and contemporary culture. Her career spans GANNI,
Net-a-Porter, Belstaff and Topshop, all brands known for originality, cultural impact and high
creative standards.

She has built global brand platforms, led creative studios, shaped storytelling at scale and
delivered work that resonates deeply with audiences. To END. Clothing she brings a rare blend of
creativity, leadership and commercial focus.

Her leadership style is confident, human and built on strong E.Q and acute awareness.
Her appointment signals a powerful next step for the business and a clear commitment to elevating
END. into a fresh, confident, culturally resonant era.