Superdry has hired former Tommy Hilfiger executive Brigitte Danielmeyer as it looks to expand its brand digitally and develop new ranges.
Danielmeyer was global head of womenswear at Tommy Hilfiger for four years to 2016 and has also held executive roles at Esprit and most recently Liebeskind Berlin.
The new role of chief product officer has been created for her as Superdry signals its intent to strengthen its brand image and drive “creative innovation” in the business.
Chief executive Euan Sutherland said: “She combines global design experience with an acute commercial edge.
“Her experience, particularly at Tommy Hilfiger, will help us as we continue to deliver our successful global digital brand strategy.”
Danielmeyer said: “I am really excited about the opportunities ahead.
“There is real potential to build on the existing categories by extending the product offering as well as to expand into new markets.”
Sutherland said the company would still be delivering products at price points that “can't be matched.”
Superdry also announced a new line of clothing to be launched next month, called Superdry Preview.
Shares in the FTSE 250 company rose by more than two per cent in early trading.