Super Retail Group has appointed Anthony Heraghty as CEO, effective 31 March 2019. He will replace outgoing chief executive Peter Birtles.

Heraghty is currently the group’s managing director of outdoor retailing, and is responsible for the BCF, Rays, and Macpac businesses.

In a statement to investors, Heraghty said he aims to modernise Super Retail Group to compete in a changing retail.

“With changing consumer expectations, we are being challenged to innovate and modernise our business to ensure we are fit to compete in the even more competitive retail environment of tomorrow,” he said.

He added that he plans to build on the group’s culture of teamwork and team member pride to position the business to grow and deliver for shareholders.

“In an era where customers have greater demands and choice than ever before in what, where, when and how they want to buy, our customer-centric approach and engaged team can help differentiate Super Retail Group and drive the next phase of growth around our four core brands,” he said.

Super Retail Group chair Sally Pitkin called Anthony a trusted and respected leader with a track record of delivering improved business performance and a commitment to and understanding of customer needs.

“Fresh thinking, embracing innovation, and harnessing data and technology are trademarks of his leadership,” she said.

Birtles will work with Heraghty over the coming months to ensure a smooth transition, and will present the group’s first half results in February.

“I can assure you that Super Retail Group is in good hands,” Birtles said.

“I’ve worked closely with Anthony for four years, he’s a strong and experienced leader who has helped to modernise the business. Not only does he have a terrific grasp of the business but he knows what drives our customers and understands what we can offer them.”

Birtles said he was proud of the financial success of the business during his tenure, and attributed this success to the engagement of Super Retail Group’s team members.

“I remain very optimistic about the future for Super Retail Group, and will be working hard to ensure a seamless handover,” he said.

Super Retail Group earnings before interest and tax has seen a “near seven-fold” increase under Birtles leadership, which has spanned 18 years – 13 of which were spent as group managing director and chief executive.

This story originally appeared on sister-site Inside Retail Australia.