Womenswear brand Beulah London has appointed Anna Sweeting as chief executive, tasked with expanding the business through wholesale and retail.
Sweeting has also invested an unspecified amount in the company.
The 30-year-old was formerly chief executive at furniture and home accessories business Linley, where she oversaw record profits and the sale of the majority shareholding from February 2013 to January 2015.
“As a quintessential British brand our home will always be in London, but I believe we have a great opportunity to expand our customer base both home and aboard, particularly in the US and Middle East,” she said of her plans for Beulah.
The brand, which counts Kate Middleton among its wearers, was founded in 2011 by Lady Natasha Rufus Isaacs and Lavinia Brennan, who sit on the board as directors.
In addition to selling via Beulahlondon.com, the business has a temporary location at 172 Fulham Road while it reviews its retail strategy.
Brennan and Isaacs also run a charity, the Beulah Trust, which supports the creation of sustainable livelihoods for victims of human trafficking.