Adams has appointed Brian Heilbron as chief executive, charged with driving the kidswear retailer’s repositioning.
Heilbron will join Adams on September 1 and was most recently chief executive of plus-size womenswear retailer Elvi. Heilbron replaces David Carter-Johnson, who stepped down at the end of July.
The chain has also appointed Peter Foot as finance director. Foot will join on September 14 and has previously held finance director roles at footwear chains Stead & Simpson, where he worked with Adams chairman John Shannon, and Shoe Zone.
Shannon said Heilbron’s appointment would accelerate the fashion-forward repositioning of the 120-store chain. Shannon bought back Adams from administrators in February. He said sales were up by double digits in the past two months and that 10 stores would open in the next six months.
Adams signed a deal in June with US kidswear retailer Gymboree, which owns the Crazy 8 brand, and is rebranding some stores as Crazy 8.