Ellerker will join brasher from Lacoste Chaussures, where he has worked for the past eight years in various roles such as UK Sales Director, Vice President International Sales and Regional Vice President. He will take over from Andy Loeber, who is taking early retirement.

His appointment coincides with the company announcing record sales growth for the third year running, with sales up 32% over the past three years. Sales have been bolstered by product launches such as Supalite II GTX, multi-activity shoes such as Krypton GTX, and brasher’s growing lifestyle range of footwear, including a new range of shearling lined women’s boots launched in September 2010, which exceeded sales expectations.

Strong sales have led to an extension of brasher’s lifestyle offering for autumn/winter 2011, with styles such as Etosha and Kitale, stylish shearling lined knee high boots which incorporate brasher’s comfort and performance.

Current Managing Director Andy Loeber commented: ‘Our lifestyle range, especially our women’s shearling lined boots, has exceeded all sales expectations and forecasts for autumn/winter 2010. This year we’re extending our range to meet growing consumer demand for stylish yet performance driven footwear.’

‘This range provides the perfect opportunity for outdoor retailers to sell everyday footwear to their consumers rather than simply leaving it solely to the High Street. Consumers may originally come in looking for walking boots, but may also need everyday footwear, and hence there’s a great opportunity to increase incremental sales.’