Second Cup Announces New President


MISSISSAUGA, Ont. — There’s a new president and CEO set to take the helm at Second Cup, as Stacey Mowbray plans to leave the company later this month for other opportunities. Alix Box has joined as president and CEO, and a member of the Board of Directors, effective Feb. 24.

“I am very excited to join Second Cup,” said Box. “Second Cup has an iconic Canadian history, and I believe together we can build an even brighter future. I am eager to work with our loyal franchise partners to improve café performance while providing Canadian coffee lovers with an upgraded, modernized vision for the future.”

Box brings with her a six-year retail background at Holt Renfrew, where she served as SVP of Retail and was responsible for leading sales growth for the company. Previously, Box was VP of Operations for Company and Licensed Stores at Starbucks Coffee Company, in charge of 675 stores across Canada.

Mowbray, who spent six years as president, will stay on until Box assumes her position.

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