Terry Bates, the UK commercial director of denim brand Replay, has left the business after seven years.
Bates, who was commercial director of Fashion Box UK, Replay’s UK subsidiary, said he had left the company by mutual consent after a clash over the brand's future strategy.
Bates said Replay had grown from one store with sales of £2.5 million when he took over in 2001, to seven stores and sales of £22m during his tenure.
Brian Kreel, a director of the Fashion Box Group, parent company of Fashion Box UK, said: "Terry has done an amazing job in growing the brand, but in any relationship, sometimes you have to change direction."
Replay said it would focus on driving its volume business through key accounts and independents.
Kreel added: "We have such a huge range. The trick is to present it all to the customer."
Replay also wants to expand its UK franchise operation and plans to open stores in Manchester and Leeds over the next six to 12 months.
Kreel said he was hunting for a replacement for Bates and that he would appoint someone with UK experience.
Replay has 350 accounts in the UK including USC, House of Fraser and Asos. Bates said he planned to remain in the industry.