Policy Blog

British Brands Group appoints Sarah Garry as Chief Executive

The British Brands Group has announced the appointment of Sarah Garry as its new Chief Executive.

Sarah joins the Group from the Property Care Association, where she has served as Chief Executive since 2023. She brings more than 20 years’ experience leading membership organisations and working at the intersection of government, regulation and industry. Throughout her career, she has built a strong track record of influencing public policy, strengthening stakeholder relationships, and delivering value for members. Previously, she held senior leadership positions at the British Society of Soil Science and Build UK.

Sarah will join the British Brands Group on 14 September 2026 and will work alongside outgoing Chief Executive Tom Reynolds for several weeks to ensure a smooth and comprehensive handover before Tom takes up the role of Chief Executive of the Builders Merchants Federation.

The appointment follows a competitive recruitment process, supported by executive search specialists Ellwood Atfield.

Neill Craigie, Chair of the British Brands Group, said:

“I am delighted to welcome Sarah as the British Brands Group’s next Chief Executive. The interview panel was unanimous in concluding that Sarah was the outstanding candidate. She impressed us with her breadth of experience, strategic leadership and deep understanding of how effective membership organisations can influence public policy and deliver value for their members.

“Sarah has an excellent track record of working constructively with government, regulators and industry, and shares our ambition to make Britain the best place in the world for brands to invest, innovate and grow.

“The period of overlap will provide valuable continuity for members, partners and stakeholders, giving Sarah the opportunity to build relationships across the Group and gain a detailed understanding of our work before taking the helm.”

Sarah Garry said:

“I am delighted to be joining the British Brands Group at such an important time for brands and consumers. Trusted brands make a significant contribution to innovation, quality, choice and consumer confidence, and I am excited about working with BBG’s members to ensure their contribution is recognised and understood. I look forward to building on the BBG's strong reputation, strengthening its influence with policymakers and stakeholders, and ensuring that members continue to see the real value which effective collaboration can bring.”

Representing brands operating in Britain, from SMEs to global businesses and from everyday household names to premium and luxury brands, the Group works to shape a regulatory environment in which brands can invest with confidence, compete fairly and grow sustainably. Through evidence-based policy, constructive engagement with government and regulators, and a growing programme of member events, training and best practice sharing, the British Brands Group champions the contribution that brands make to consumers, innovation, investment and economic growth. Its vision is for Britain to be the world’s leading market for brand-led businesses and a place where great brands can thrive, creating value for consumers, the economy and society.