This article is a bit confusing. It's reading to me that he started Feminist Apparel because he was once that person, and regrets the person he once was, and wants to help fix it.
Or am I reading that incorrectly?
His actions in this case are ridiculous, clearly. Lying about stepping down and then firing his staff shows he hasn't really changed.
But, should he have stepped down if he was once that terrible person, and his company was an initiative to become part of the solution? (before he glassed the entire office, they didn't know he was still that person, presumably)
It is when you lied about it.
You don't "atone" by lying about and literally hiding what you have to atone for. Arguably you don't atone by turning your atonement for a history of abuse into something you can make money and profit of either but that's a different argument.