Fashion retailer Joe Browns has named Dawn Bannerman as its new chief executive with immediate effect.

Dawn Bannerman, Joe Browns CEO

Bannerman joins the fashion retailer from French fashion and homewares retailer La Redoute where she was most recently chief commercial officer and previously chief marketing officer for the UK arm of the business.

She has also held a range of senior marketing and advertising roles at businesses including CC Automotive, Asda, Shop Direct Group and JJB Sports.

Joe Browns said she joins the business amid the retailer’s digital transformation strategy and as it “moves into its new phase of UK and overseas growth”.

Bannerman will take responsibility for elevating the brand presence in her new role, which includes the opening of more stores, the development of the retailer’s ecommerce capabilities and driving growth within “opportunity markets”.

The announcement comes as Peter Alecock has stepped down as chief executive after more than a year-and-a-half at the helm.

Bannerman said: “Joe Browns is a brand I have known and admired both personally and professionally for many years. I have always loved the story behind the brand and the unique positioning, which has remained true to the core brand essence over time.

“From my first meeting with Simon [Brown, founder] it was clear to see how much love there is for the brand, both internally within the team and externally with customers and partners alike.

“This pride in the brand, combined with a real passion for the product and making the customer feel remarkable is what makes Joe Browns really stand out from the crowd.

“I am delighted to have the opportunity to build on some strong foundations and excited to lead this fantastic business into its next phase of growth.”

Joe Browns chair Michael Truluck said: “It’s a great pleasure for Simon, the board and I to welcome Dawn to Joe Browns. We’re excited for our future with Dawn at the helm.

“Having worked with Dawn before, I know her tenacity, curiosity and drive, plus of course her wealth of retail, catalogue and ecommerce experience will help us take Joe Browns to the next level.

“We’d also like to thank Peter for his contribution over the last 18 months and wish him well in his next venture.”

Joe Browns was founded 25 years ago and employs 185 staff.