Smiggle Boss Sacked for 'Serious Misconduct': What We Know So Far

Stationery retailer Smiggle's managing director John Cheston was allegedly found to have engaged in serious misconduct, leading to the immediate termination of his employment. The Just Group, a wholly-owned subsidiary of Premier Investments, released a statement confirming the decision to sack Cheston. The statement made it clear that the board of directors considered the misconduct to be serious enough to warrant immediate termination.

Impact on Smiggle's Future

Cheston's termination comes as a surprise, particularly given his impressive resume in the retail industry. He previously held senior roles at Marks & Spencer, Country Road and Webster Holdings. In fact, Cheston was set to take over as CEO and managing director of jewellery retailer Lovisa in June 2025. This abrupt departure raises concerns about the future of Smiggle, especially given the lack of information surrounding Cheston's dismissal.

The Just Group's Statement

The Just Group's statement, which highlighted the serious nature of the misconduct, leaves many questions unanswered. The statement did not specify the type of misconduct that led to Cheston's termination, leaving much room for speculation. This lack of transparency could fuel further uncertainty about the company's future.

Cheston's Career Trajectory

Cheston, who joined Smiggle in 2019, had been a key figure in the company's leadership. His experience and expertise were crucial to Smiggle's growth and development. Before joining Smiggle, Cheston had a successful career in retail, holding senior roles at Marks & Spencer, Country Road and Webster Holdings. His move to Australia from Hong Kong, where he was MD of Marks & Spencer's Asia Pacific business, highlighted his ambition and drive.

A Look Back: Cheston's Rise in the Retail World

In a previous interview with Retail Gazette, Cheston spoke about his experience at Marks & Spencer, where he worked across retail, buying and merchandising for 17 years. He was also the MD of the retailer's Asia Pacific business, based in Hong Kong, before moving to Australia to become the CEO of Country Road.

The Future of Lovisa and Cheston

While Cheston's career at Smiggle has ended abruptly, his future at Lovisa remains uncertain. The extent to which Cheston's termination at Smiggle will impact his future role at Lovisa is unclear. The allegations of misconduct and breach of employment terms are serious, and Lovisa may need to review its decision to hire Cheston.

The Implications for Lovisa

Cheston's dismissal from Smiggle for serious misconduct raises concerns about his suitability for the CEO position at Lovisa. The allegations against Cheston could potentially damage Lovisa's reputation and impact investor confidence. Lovisa will likely need to address these concerns and provide clarity on the situation to reassure its stakeholders.

The Uncertain Future of Smiggle

The future of Smiggle is now shrouded in uncertainty. The company will need to navigate the leadership vacuum created by Cheston's departure and find a new managing director who can lead the company through this turbulent period. The Just Group will also need to address the concerns raised by the allegations of misconduct and provide transparency to its stakeholders. The coming months will be crucial for Smiggle as it navigates this challenging period.

A Time of Transition and Uncertainties

The sudden departure of John Cheston has sent shockwaves through the retail industry. The allegations of misconduct and the subsequent termination of his employment raise questions about the future of both Smiggle and Lovisa. As the retail landscape continues to evolve, companies are constantly seeking ways to adapt and stay competitive. The events surrounding Cheston's dismissal highlight the importance of strong leadership and ethical conduct in navigating the complexities of the retail industry.