John Cheston Faces Immediate Dismissal from Smiggle Over Misconduct Allegations

Serious Allegations Lead to Immediate Dismissal

Solomon Lew’s Premier Investments has axed the boss of kids stationery juggernaut Smiggle over allegations of serious misconduct. Just three months after he was poached by rival billionaire retail magnate Brett Blundy to run global jewellery chain Lovisa, John Cheston finds himself in a scandal that has sent shockwaves through the industry.

Details of the Dismissal

Having held the top job at Smiggle for over a decade, Cheston was lured away earlier this year to replace outgoing CEO Victor Herrero in June 2025. On Monday, Just Group, part of Premier and owner of multiple brands including Smiggle, Peter Alexander, Portmans, and Jay Jays, issued a statement regarding Cheston's conduct.

• The board claims serious misconduct and breach of employment terms led to his immediate termination.
• Details surrounding the allegations have not been disclosed.
• Premier has also issued a trading update amid negative sales growth across its apparel brands.

Implications for Premier Investments

This shocking dismissal complicates Premier's plans to demerge Smiggle and lists it independently on the ASX by early next year. Mr. Cheston's track record includes a tumultuous exit from Country Road in 2010, where he sued for $1.1 million after a brief tenure.

With the company’s shares dipping nearly 5% to $33.545 before 11 a.m. on Monday, the business community is closely watching how Premier tackles these challenges ahead.