Universal Store Holdings Ltd Announces CEO Succession

Universal Store Holdings has announced a leadership succession plan as its long-serving Group Managing Director and Chief Executive Officer, Alice Barbery, prepares for retirement. Barbery will officially leave her position as CEO and MD on October 31, 2026, concluding a 24-year tenure with the organization.

The company confirmed that George Do will succeed Barbery as the leader of the wider group starting November 1, 2026. Do’s appointment marks a significant internal ascent, as he began his career with Universal Store on the retail floor in 2005.

The Career Progression of George Do

George Do has spent over 20 years within the organization, moving through various operational and strategic roles. After completing a graduate degree, he was appointed as a menswear buyer before being promoted to the role of head of product in 2011.

Do has been a part of the company’s executive leadership team for 15 years. On March 1, 2025, he took on the role of CEO for both Universal Store and Perfect Stranger, a position he has held for 13 months prior to his appointment as the group leader.

Peter Birtles, the chair of Universal Store Holdings, noted that Do’s appointment is a result of his outstanding contribution to the group over 20 years and the company’s desire to sustain its unique culture and operating model.

Alice Barbery’s Legacy and Future Role

Alice Barbery’s departure comes after 17 years in senior leadership roles. During her tenure, she was instrumental in guiding the company through its initial public offering and overseeing the expansion of key brands, including the CTC business and Perfect Stranger.

While she is stepping down from the executive leadership of the group on October 31, 2026, Barbery will maintain a connection to the company. According to company announcements, she will return to the board as a non-executive director starting February 1.

George’s appointment reflects his outstanding contribution to the group over 20 years, the confidence in the current group strategy, and the importance of sustaining the group’s unique culture and operating model.

Peter Birtles, Chair of Universal Store Holdings

Corporate Structure and Brand Portfolio

Universal Store Holdings operates as the parent company for several prominent fashion brands. The portfolio currently includes:

• Universal Store
• Perfect Stranger
• Thrills

The transition is intended to build upon the foundations established during Barbery’s leadership to support future growth for these brands. Birtles stated that Do’s performance as CEO of Universal Store and Perfect Stranger has clearly demonstrated his capability to lead the wider group.