Co-founder Claire Greaves steps back from P.E. Nation
After a decade, P.E. Nation co-founder Claire Greaves has announced her decision to step away from the business.
After a decade of driving P.E. Nation alongside friend and co-founder Pip Edwards, Claire Greaves (formerly Tregoning) has announced her decision to step away from the everyday management of the business.
In a statement made on Thursday, Greaves confirmed that she will remain on the board and maintain her shareholding, but will be handing over the reins to Edwards. Edwards will continue to lead the company as creative director of the business with the support of the board of directors.
“Claire Greaves has made the decision to step out of the day-to -day running of the business,” said a company spokesperson. “Claire will remain on the board and will retain her shareholding as the company continues to thrive in the very creative, visionary hands of Pip Edwards at the helm.”
“Pip and the company are in complete support of Claire’s transition to pursue other creative endeavours and wish her the absolute best in her next chapter,” the spokesperson continued.
Speculation surrounding the departure had been circulating for months, fueled by reports of her extended absence from the company’s headquarters in Sydney’s Alexandria. During this time, it was rumoured that Greaves was spending more time in Byron Bay, where she is involved in the management of Sun Ranch, a luxury guesthouse situated just outside the popular tourist destination.
The decision was announced on the same day as Edwards revealed on her personal Instagram that P.E Nation was achieving B Corp status, meaning they’ve reached global recognition for its sustainability efforts. “The road to B Corp certification has been a full business, all staff, enormous initiative over the past two years, and I couldn’t be more proud,” wrote Edwards.
It also comes after the brand held their first standalone runway at the PayPay Melbourne Fashion Festival on Saturday.
Edwards and Greaves launched the athleisure brand in 2016, beginning with activewear and expanding to streetwear and a ski wear line. After working together for Australian label Sass & Bide. Since the launch, the brand went from strength to strength, finding runway success and earning major stockists including Selfridges and David Jones.
Despite the company changes, the brand is scheduled to showcase its resort range at Australian Fashion Week this coming May at Carriageworks.
Neither Claire Greaves or Edwards were available for comment at the time of publication.