Womenswear group Alexon has appointed the former chief executive of lifestyle brand Animal, Kevin Keaney, to the newly created role of commercial director.

Animal has appointed Doug Goodwin as chief executive to replace Keaney. Goodwin joined Animal from electronics company RS Components where he was sales and marketing director for the UK and Ireland.

Keaney spent three years at Animal before which he worked for retailers including Marks & Spencer and Sainsbury’s.

At Alexon, which owns the Ann Harvey, Dash, Minuet, Kaliko, Eastex and Alexon fascias, Keaney will take responsibility for implementing the operational initiatives outlined during the group’s recent capital raising initiative, to help accelerate the company’s turnaround. Kevin will report to Alexon chief executive Jane McNally.

McNally said: “I am delighted to welcome Kevin to the business in the newly created role of commercial director. Kevin has a wealth of experience in the retail sector and has a deep understanding of implementing successful turnarounds, which will prove invaluable to Alexon Group. I am very much looking forward to working with him.”

Keaney, added: “I am very excited to be joining Alexon as its turnaround gathers pace. Alexon is a good business with strong prospects for future growth. I am delighted to be part of the team and look forward to working with Jane, John [Boyle, group finance director] and the rest of the senior management team.”