Weird Fish highlighted Butler's extensive experience in multi-channel retail, with his most recent role serving as the CEO of Crew Clothing for seven years.
During his tenure at Crew Clothing, he successfully doubled the turnover to over £120m and increased Crew Clothing's store estate by almost 30%, reaching 100 stores during his tenure.
Additionally, he expanded the retailer's online presence and established brand partnerships with iconic British sporting institutions, including Williams Racing, Henley Royal Regatta, and LTA Tennis for Britain.
Before his role at Crew Clothing, Butler held the position of managing director of Europe at Ecco, where he developed the retailer's strategy and expanded its presence in Europe.
Under his guidance, Ecco's estate is said to have grown to include more than 300 outlets across the continent.
Welcoming Butler to the team, Weird Fish chairwoman, Sally Bailey said: “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.”
Butler will take over the reins from John Stockton, who has led Weird Fish since 2008. Stockton is said to have transformed Weird Fish from a “niche” brand into a “mainstream leisure clothing powerhouse.”
Bailey added: “Stockton’s leadership over the last fourteen years has been a significant factor in growing the business into the leading lifestyle brand that it is today. We are delighted that John has agreed to stay with us to work on developing our international business.”
In response to his new role, Butler said: "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."
