Kenneth Cole is to step back from the day-to-day running of Kenneth Cole Productions, bringing in Liz Claiborne executive Jill Granoff as the company's new CEO.

Granoff, who joins the fashion company on 5 May, will assume primary responsibility for all domestic and international operations, while Cole will continue as the company's chairman and chief creative officer.

"It is a new era for me and the company," said Cole.

"I am confident that having an executive of Jill's stature and abilities to partner with me and our strong management team will allow the company to achieve even greater successes in its next chapter."

The move is designed to allow Cole to focus on brand and product development, as well as larger strategic opportunities, while Granoff takes care of the day-to-day business.

"I feel privileged to have the opportunity to work with Kenneth and the management team to realise the extraordinary potential of this global lifestyle brand," said Granoff.

"I am particularly excited to help build upon the strong brand heritage, while helping to drive new growth initiatives in the retail and international arenas."

Granoff joins from the position of executive vice president, direct brands, at Liz Claiborne, where she was responsible for Juicy Couture and Lucky Brand Jeans, plus the company's outlet business.

She has also previously worked for Victoria's Secret Beauty and Estée Lauder.

Liz Claiborne CEO William McComb said the imminent appointment of a president of Juicy Couture would help the company to execute its strategy.

Thanking Granoff for her work, he added: "While we're disappointed to see her leave, we have a deep bench of talent at the management level, and I am confident that this will be a seamless transition."