Media Releases


ApplyDirect logo                                                                                                                                                                   MEDIA RELEASE


Melbourne, Australia, 4 July 2016: The Board of Directors of ApplyDirect Limited (ASX: AD1) is delighted to announce the appointment of Lorcan Barden as the Company’s new Chief Executive Officer.

Prior to ApplyDirect, Lorcan was CEO of efm Logistics Services Group, Australia’s largest independent fourth party logistics company. Driven by the objective of sustainable growth, he guided that business through a significant transformation programme that reset its market position, made technology a core competency, and expanded the target customer from transactional to enterprise.

Before that, Lorcan served in global professional services for more than 15 years, at both PwC and Accenture. Whilst at PwC, he was a Managing Director in its Corporate Finance division, where he led a range of divestments, acquisitions, capital raisings and private equity transactions. At Accenture, Lorcan delivered management consultancy services to blue-chip companies undertaking major IT transformation programmes in both Europe and North America.

This appointment will allow our founder Bryan Petereit, to focus on the development of new markets and our technology infrastructure.

Mr Petereit said, “I am absolutely delighted to have recruited our preferred candidate for the role of CEO. Lorcan has exceptional capabilities in strategy and execution, and is just the right person to take the Company to the next level of its development.”

ApplyDirect Chairman, Michael Kay, said, “I cannot imagine our Company being in better hands.  I fully endorse Bryan’s comments.  My fellow Directors and l are very excited to have secured an executive of Lorcan’s calibre, and we look forward now with even greater anticipation to the Company successfully realising its full potential.”

Lorcan said, “I am passionate about leveraging technology platforms to greatly enhance customer experience, whilst also eliminating costly inefficiencies. ApplyDirect offers exactly this, and is now poised and ready to scale. I’m thrilled to have this unique opportunity to combine my experience in leading high-growth services businesses with my passion for technology-led innovation.”

Lorcan will take up his new position from 12 September.



Michael Kay


M 0401 142 011



Bryan Petereit

Executive Director

M 0408 991 303




Dean Felton

Monsoon Communications

T +61 (0)3 9620 3333

M +61 (0)411 698 499