Lovisa Holdings is facing intensifying scrutiny as renewed allegations surrounding its chief executive, John Cheston, trigger calls for a consumer boycott and reignite questions about the company’s leadership and workplace culture.
The backlash follows the circulation of a widely read blog post by a former retail employee and a rapidly growing online petition urging shoppers to boycott Lovisa until Cheston is removed. Together, they have sharpened focus on the company’s decision to appoint Cheston just as it was already under legal fire over alleged worker exploitation.
Allegations resurface – and resonate
The blog post, “A Word of Caution to the Employees of Lovisa: The Dark Side of Working Under John Cheston,” describes an alleged workplace environment marked by excessive drinking, bullying, and sexual harassment during Cheston’s previous leadership roles. Notably, the blog posts also gives a sneak peak of some images of a seemingly very inebriated Cheston from ‘the good old days’. The author recounts incidents including unwanted physical contact, pressure to participate in alcohol-fuelled work events, and late-night hotel encounters.
The account seems to have struck a nerve across retail forums and social media, with commenters claiming the experiences described closely mirrored those of colleagues and friends who had worked under Cheston.
“None of this surprised people who knew him,” said one industry source familiar with several of Cheston’s former subordinates. “When he left Smiggle, there were already allegations of serious misconduct and a culture of drinking and harassment.”
Cheston was dismissed from his previous role at Smiggle in 2024 for what was described at the time as “serious misconduct,” a claim he disputes.
A leadership test amid legal pressure
The renewed attention comes as Lovisa continues to defend a class action lawsuit filed in January 2025 by Adero Law on behalf of more than 600 former employees. The claim alleges wage theft, denied breaks, unpaid overtime, and the exploitation of young workers — many of them teenagers.
In coverage of the case, The Sydney Morning Herald quoted a lawyer involved as describing the conduct as “systemic exploitation,” not mere underpayment. Lovisa has denied the allegations and says it complies with workplace laws.
Critics argue that appointing Cheston as CEO in mid-2025, while the lawsuit was already underway, reflected poor judgment.
“To bring in a leader with this kind of reputation while fighting a wage-theft class action is either reckless or revealing,” said one retail analyst. “Either way, it damages credibility.”
Consumer backlash gathers pace
Calls for a boycott have begun circulating across TikTok, Reddit, and Instagram — platforms central to Lovisa’s young, digitally native customer base. Adding momentum is an online petition on Change.org, launched only days ago, which has already attracted hundreds of signatories and continues to grow daily.
While petitions alone rarely force boardroom action, retail observers say early traction of this kind often signals broader reputational risk.
“This is how modern retail crises start,” said one digital commerce consultant. “It moves fast online, and before companies realise it, the pressure isn’t just from customers – it’s from landlords, partners, and investors too.”
Denials – but unanswered questions
Lovisa says it is committed to fair work practices and has denied the class action allegations. Cheston, through legal representatives, has described claims about his past behaviour as “false and vindictive.”
What remains unanswered is why a retailer already under intense scrutiny for how it treats its workforce believes Cheston is the right figure to lead it through that moment.
For Lovisa, the issue is no longer confined to courtrooms or HR statements. It is reputational – and in retail, reputations can unravel far faster than lawsuits are resolved.
