The British Footwear Association (BFA) tapped Richard Shetliffe as its new chief executive officer, effective May 14, 2024. 

With over 30 years working in the footwear and accessories industry, Shetliffe has reportedly held leadership positions at iconic brands, including Dr. Martens, Ben Sherman, Vagabond, VF Corp., the Dune Group, and Havaianas. BFA said in a release that Shetliffe’s “track record of success and deep knowledge of the sector make him a perfect fit for the Aassociation’s CEO role.”

In 2008, Shetlifee joined Alpargatas S.A., the parent company of Havaianas, where he set up the company’s UK operations. As director for Northern Europe, he reportedly played a pivotal role in establishing the footwear brand. Over 15 years with the company, he “drove substantial growth through innovative multichannel strategies, digital acceleration and product diversification. 

Most recently, Shetlifee has been a consultant for the eco-luxury footwear brand LØCI.

“Richard brings superb industry experience and a remarkable record of driving growth in footwear businesses. He has an impressive global network and is well-liked and respected across the industry. The Board and I are eager to work with Richard as we pursue our strategic goals to support and serve the membership, commented Jane Wilson, chair of the BFA.

Image courtesy British Footwear Association