MOKE International (MOKE) has appointed Lorne Vary as CEO. Mr Vary joins the company during a transformative moment for the iconic British brand as it strengthens its leadership team, accelerates international growth, deepens its direct-to-consumer strategy, and scales production of the all-electric MOKE.
Mr Vary brings a wealth of leadership experience from his tenure at Brompton Bicycle, where he was instrumental in transforming the company from a niche UK manufacturer into a globally recognised lifestyle brand. Under his financial and strategic leadership, Brompton has expanded from revenues of £8 million and 80 employees in 2009 into a business with a turnover of over £130 million and 800 employees and a presence in 47 territories worldwide. His track record in scaling purpose-driven British brands will be central to MOKE’s next phase of growth.
In his new role, Mr Vary succeeds Nick English, who announced he will be stepping down as executive chairman. Over the past 18 months, Mr English, co-founder of Bremont Watches, has played a pivotal role in guiding MOKE through a defining chapter in its evolution. His leadership strengthened the brand’s position as the first heritage automotive marque to go fully electric, oversaw expansion into key markets including Greece and the USA, and most significantly, brought manufacturing in-house to MOKE’s new production facility in Leamington Spa. Mr English also personally introduced Mr Vary to the company, paving the way for this next phase of leadership.
Mr Vary concluded: “I want to thank Nick for his vision and stewardship of MOKE, and for entrusting me with the opportunity to lead the brand into the future. MOKE is a true British icon, few brands can blend heritage, innovation, fun and lifestyle so effortlessly. The bold move to go 100% electric has set a visionary foundation, and I am thrilled to work with our talented team, partners and suppliers to scale production and write the next chapter.”