Reeves, who will stand down in September, has worked with the company for five years - and for three of these as chief executive. He will continue to assist on a part-time consultative basis, as the organisation moves towards its second term. Headhunters have been appointed and the company is aiming to make an appointment within the next few months.
Reeves said: 'I am very proud of what we have achieved together over the past five years. Achieving formal Business Improvement District [BID] status and establishing New West End Company as the clear voice of West End retail, we are playing an important role in driving business and helping to retain and enhance the West End's position as the world's top shopping destination.'
New West End Company chairman Ian Henderson said: 'We have been very fortunate in the staff who have helped us take this vital BID initiative forward. Gary has made a major contribution to the development process, which is continuing to move ahead dynamically.'