Pidgeon, who joined the business in April, replaces current boss Findlay Caldwell, who has been promoted to vice chairman and chief executive of the company’s European operation.
The chain has already converted 14 stores to the Store 21 fascia, with 10 more refits planned before the end of the year and 25 new shops due to open in the next 12 months. It has 205 stores in total. Pidgeon said that customer response to the rebrand so far was “encouraging”.
He added: “We have a strong team in place, but I may look to take on some more people to underpin certain areas.”
Caldwell will be tasked with expanding the business into eastern Europe and India, with the potential to open up to 200 stores in India in the next two years.
The first Store 21 was unveiled in Acocks Green in Birmingham last month. The rebranding was the first major initiative since Indian textiles firm Alok took control by acquiring more than 50% of the business in January this year.