DSW Capital appoints new CEO designate

DSW Capital has announced that Shru Morris, who joined the group as deputy CEO in August 2024, has today been appointed CEO designate.

Morris will succeed James Dow on 1 April 2025, when he steps down as CEO. 

She is a highly experienced finance professional and CEO with a strong background in professional services, specifically law. Her experience and expertise were instrumental in the delivery of DSW’s transformational acquisition of DR Solicitors Limited, which completed last month. 

Dow, who co-founded the business with Jon Schofield and Mark Watts in 2002, and spearheaded the group’s IPO strategy, will remain on the board as executive director. He will continue to play a vital role in attracting new businesses and partners to the network, maintaining an ambassadorial role for both DSW and its Pandea network, while providing ongoing strategic counsel to the management team. 

The board has also announced that Pete Fendall, the group’s COO and interim CFO, has been appointed as chief finance and operating officer. He has been a key member of the senior management and finance team since before the IPO. 

He qualified as a chartered accountant with Deloitte in 2017 and spent eight years in Deloitte’s NW audit team, working on large and complex audit engagements, before joining DSW in 2021. 

Heather Lauder, chair of DSW, said: “We are all delighted that Shru has agreed to lead the group when James stands down as CEO in March next year, and that DSW will retain James’ skills, knowledge and expertise in his role as executive director. 

“The creation of DSW was truly pioneering and the first of its kind within professional services. DSW’s vision has been, and remains, inspirational, and James has worked relentlessly to help others create successful businesses. DSW has never been stronger and, on behalf of everyone at the group, I thank for his commitment in leading the business.” 

Lauder continued: “Shru has already made a significant impact on the business in the short time since her appointment as deputy CEO. Her energy and commitment to the group and to furthering James’ vision is positively tangible, and James hands the reins to a woman who shares his ability, vision and values. 

“I would finally like to add what a pleasure it is to recognise the contribution Pete has made to the business, since joining us in 2021and, in particular, over the last six months; his appointment as chief finance and operating officer is thoroughly deserved. As a board, we look forward to a successful future under Shru and Pete’s management and to supporting them in their new and future roles, as they work to further the group’s ambitions.”