Maternity apparel retailer Destination Apparel has appointed ex-Torrid executive Chris Daniel as the company’s new president, with effect from 1 June.

Daniel, who will report to company CEO Ed Krell, will be responsible for all merchandising, design, marketing, visual, sourcing and branding functions of the company.

He has more than 20 years of women’s apparel merchandising experience, including a seven-year stint at plus-sized retailer Torrid, where he was most recently president.

Daniel has also worked at Mervyn’s, Structure, Charming Shoppes and Dayton-

"Chris has significant experience leading women’s fashion apparel brands and has had great experience in serving a niche customer demographic in a speciality retailing environment through his Torrid leadership position," said Krell.

“Chris brings to Destination Maternity a great skill set as a customer-focused retail
executive with deep merchandising experience.”

Krell will now relinquish the position of president, which he had held on a temporary