Abercrombie is trying to drive the A&F brand forward

Abercrombie is trying to drive the A&F brand forward

Teen apparel retailer Abercrombie & Fitch Co has put a new brand leadership team in place in a bid to help drive the A&F brand forward.

Stacie Beaver has been appointed general manager for A&F women's. Having worked for the company for over 15 years, she was most recently head of the bottoms business for men and women across Hollister and A&F.

Kurt Hoffman, previously of Ralph Lauren and Club Monaco, joins as general manager for A&F men's. While Amy Sveda, who joined A&F in May from Carter's, will take the role of general manager for Abercrombie kid's.

Monica Margerum, previously senior vice president of planning for kids at Kohl's, takes the role of head of planning operations A&F and Abercrombie kids. And, Aaron Levine, also previously of Club Monaco, joins as head designer for A&F mens.

Finally, Kristina Szasz, takes the role of head designer for A&F womens. She will join in late September from PVH Europe, where she served as design director for denim at Karl Lagerfeld and Tommy Hilfiger.

"We have put a talented team in place who are relentlessly focused on delivering quality merchandise and an excellent customer experience," said Christos Angelides, brand president for Abercrombie & Fitch and Abercrombie kids. "While our turnaround continues to be a work in progress, these changes will significantly contribute to moving the A&F brand forward."

A&F has been under pressure to improve business performance, despite seeing sequential improvements in its first-quarter.

The company has been focusing on enhancing organisational structure and efficiency, addressing core merchandise and design processes, and adding stores in high potential markets while closing under-performing ones.