New Fat Face chief executive Anthony Thompson has reshuffled his top team to streamline the business and help “put Fat Face back on the map”.

Thompson, former managing director of George at Asda, was parachuted in to Fat Face by chairman Alan Giles in April. His first move has been to restructure his team in an attempt to simplify the business.

In a memo to staff, he said that the current trading environment was “very tough” and added: “If we are to get back to our best and recover the lost ground we have experienced recently I need to make some changes.”

He has appointed three new directors. Becky Bateman will join in July as retail director from her current role as head of retail for Topshop and Topman; Toby Bowhill is promoted to the newly created position of brand director, having joined the business recently from Abercrombie & Fitch, where he was Hollister and Ruehl concept director; and Dan Miles is ecommerce and communications director, having joined recently from Puma.

Thompson has also promoted Mark Seager to HR director from interim retail director. Shaun Wills continues in his role as finance director and will now also assume responsibility for IT and property. Head of IT Tim Bird and property director Jeremy Smith will report to Wills. Alison Holmes will continue in her role as trading and supply chain director.

As part of the changes, people and infrastructure director Mark Powell, home shopping director Kristine Kirby and product architect Lisa Illis have left the business.

Thompson said: “These changes are designed to simplify how we do business, encourage stronger teamwork, clarify roles and responsib­ilities and most importantly, put our customers and our stores at the heart of our business and of our brand.”

He is recruiting a buying and design director, who will complete his management team.

With his top team in place, Thompson plans to concentrate on product and customers. He said Fat Face needed to return to what it was famous for - “iconic products, great quality, fantastic value for money and great service in stores” and added: “These leadership changes are designed to help us speed up our plans to put Fat Face back on the map.”