In a strategic move signaling renewed commitment to its premium beauty portfolio, PZ Cussons has announced the return of Tom Rolt as Managing Director of its St. Tropez business, effective August 5. Rolt, who previously served as Commercial and Marketing Director for the UK and Ireland, will report directly to CEO Jonathan Myers and lead a revitalized team tasked with steering the self-tanning brand into its next phase of growth.
His appointment comes on the heels of a major pivot in the Group’s strategy for St. Tropez. Earlier this year, PZ Cussons had announced intentions to divest the brand as part of a broader portfolio refocus. Following a competitive auction process and extensive market evaluation, the company has now opted to retain St. Tropez, choosing instead to reposition it with a sharpened strategic direction.
The decision reflects both a belief in the enduring strength of the brand and a desire to unlock more value for shareholders amid a volatile beauty market. Although St. Tropez faced headwinds in FY25, including a revenue decline in the US and sector-wide valuation pressures, the Board is confident that the newly formed leadership and go-to-market strategy will reignite performance.
Key to this renewed approach is a strategic partnership with US-based Emerson Group, a proven distributor that currently handles PZ Cussons’ Childs Farm brand in the US. Emerson will provide customer management, logistics, and brand activation services, enabling St. Tropez to scale more effectively in the critical American market. The brand will be fully integrated into Emerson’s dedicated sales teams across major US retailers, a move designed to strengthen retail relationships and accelerate growth.
Supporting Rolt in his new role will be members of the Group Executive Committee, including Paul Yocum and Steve Noble, as well as close collaboration with the Europe and ANZ business units. The focused St. Tropez team will be measured by performance indicators that include in-market execution, digital activation, innovation, and brand equity rejuvenation.
Despite recent challenges, St. Tropez contributed £7.5 million in adjusted operating profit in FY25, though the Group anticipates a non-cash impairment charge in its upcoming FY25 results in September due to the brand’s performance trajectory. More details on the strategic roadmap for St. Tropez will also be shared at that time.
PZ Cussons welcomes Tom Rolt back to the fold with optimism and renewed ambition. His return underscores the Group’s commitment to leveraging experienced leadership and global partnerships to reignite one of the world’s most iconic beauty brands.
