Fast Retailing’s Theory names James Kelly as global CEO

Theory has announced the appointment of James Kelly as its new global chief executive officer as part of a leadership shuffle at the Fast Retailing-owned brand. Kelly will succeed Dinesh Tandon, who will be stepping into the role of global co-chief operating officer and will also return to the position of CEO of Theory’s China arm.

The company said the change in executive leadership forms part of a strategic realignment designed to back growth across markets, with Tandon to oversee one of the brand’s most important growth regions, China.

For Kelly, meanwhile, the new role extends his time within the Fast Retailing portfolio, which he has been a part of for 13 years. After helping to scale Uniqlo in the US before leading its market expansion in Canada, Kelly joined Theory in 2022 as chief financial officer and later as global co-COO.

He was credited with contributing to the stabilisation of Theory’s D2C business, while also overseeing business transformation across the US, UK and Europe. As global CEO, a position he holds alongside serving at the helm of sister brand Helmut Lang, Kelly will oversee global headquarters functions, commercial operations and growth initiatives.

In a statement, Kelly said: “It is an honour to lead Theory, a brand with an enduring legacy of timeless design, exceptional quality and New York creativity. Together with our talented teams, we will continue building on that foundation by delivering exceptional product and experiences for our customers globally.”