New Look has appointed H&M’s chief operating officer for menswear, Christopher Englinde, as its new menswear design director.
Englinde has worked at H&M since 2005 in various menswear buying roles and section head positions.
At New Look, Englinde will head up the multiple’s menswear push which includes a more prominent shopfit in existing stores and a new marketing campaign. It is not yet known when he will join the young fashion retailer.
Menswear currently makes up 3.8% of sales at New Look but in February chief executive Anders Kristiansen told Drapers sales in the category will “accelerate” next year.
“It’s an area I’m so passionate about. In stores that have the latest shopfit sales [of menswear] have doubled. New Look is not known as a destination for menswear, but we are launching a marketing campaign later this year to change that.”
He added: “We’ll be finding our feet this year, so I’d expect low double-digit growth but we need to accelerate much faster after that.”