Boux Avenue has appointed Zoe Price-Smith as brand and product director.
Price-Smith joins from European lingerie retailer Hunkemoller, where she was global design director for seven years.
She brings experience from design roles at House of Fraser, Marks and Spencer, Crew Clothing and Fat Face.
She said: “I’m looking forward to developing the brand from being a pure retail business to a design-led brand.”
The news comes after the appointment of Marks and Spencer’s Michael Kerr as Boux Avenue’s first CEO in October. Kerr had spent 35 years at M&S in a variety of roles, and was most recently director of menswear and kidswear.