US women's wear retailer Bebe Stores has named Steve Birkhold as CEO, effective immediately.

He will succeed founder chairman and current CEO Manny Mashouf, who will become non-executive chairman.

Birkhold joins the company from Lacoste North America, where he was president and CEO.

"I am extremely pleased about the exciting new phase that bebe is entering with the appointment of Steve Birkhold as CEO," said Mashouf.

"Steve is an accomplished industry leader who has grown iconic brands, guided businesses in new strategic directions, and built strong management teams. Most importantly, he shares our passion for the bebe brand. We are eager to continue our journey toward becoming a global, omni-channel company. Steve will help us develop and execute strategies to reach that goal by growing our brand, expanding our distribution channels, and evolving our customer experience."

Prior to Lacoste, Birkhold was CEO of Diesel USA, and has held several executive positions at VF Corp.