British luxury knitwear brand John Smedley is embracing change at the top, appointing Jess McGuire Dudley as its new Managing Director. This marks a significant shift for the historic brand, as McGuire Dudley brings a creative-first approach to the role—an unusual but strategic move for a company steeped in craftsmanship and tradition.

McGuire Dudley, who has been with John Smedley since 2014, previously served as Deputy MD and Global Brand Director. Her promotion follows the transition of Ian Maclean, a longstanding member of the Smedley family, into the role of Executive Chairman after 25 years at the helm.

A Vision for Modern Luxury Knitwear

Since joining the brand, McGuire Dudley has played a pivotal role in reshaping its image, expanding its global presence, and driving innovation in both product and manufacturing. Under her leadership, John Smedley has seen remarkable success, including an 80% surge in e-commerce sales and a 6% increase in retail sales, bolstered by the expansion of its London storefronts.

Her influence has extended beyond sales, as she has been instrumental in modernizing marketing, revitalizing product lines, and refining the brand’s luxury appeal. Now, as Managing Director, she is poised to lead John Smedley into its next era, blending heritage craftsmanship with contemporary relevance.

A Future-Proof Strategy for Growth

Looking ahead, McGuire Dudley is committed to future-proofing John Smedley by refining both manufacturing techniques and product design. However, she acknowledges the challenges that lie ahead, from shifting global trade policies to the evolving retail landscape.

“There is a real love between me and this business, and I am determined to ensure it thrives for decades to come,” she said.

“The commercial landscape is challenging for a UK-based manufacturing brand. Traditional wholesale and retail remain tough, and there are uncertain hurdles, from US tariffs to tax increases. But we are ready to face them. We have fresh ideas and an unwavering commitment to keeping John Smedley as ‘The World’s Finest Knitwear’.”

With McGuire Dudley at the helm and Ian Maclean guiding the brand from his new Chairman role, John Smedley is set to navigate an evolving fashion industry while honoring its 240-year-old legacy of impeccable British craftsmanship.