Adams has appointed Brian Heilbron as its new chief executive as it positions itself as a fashion-forward kidswear retailer.

Heilbron, who will join Adams on September 1, replaces David Carter-Johnson, who left the business at the end of July.

Heilbron was most recently chief executive of plus-size womenswear retailer Elvi. He has also held executive positions at Jacques Vert, Talbots, Beatties and Jumper.

The retailer has also hired a new finance director, Peter Foot.

Adams chairman John Shannon said Heilbron’s appointment would accelerate the repositioning of the 120-store company as a fashion-forward kidswear retailer. He has previously outlined plans for Adams to become a “Topshop for kids”.

Shannon added that since he rescued Adams from administration in February, after it lost its Bank of Ireland funding, sales have improved.