Intimate apparel maker Maidenform Brands Inc has hired Phillips Van Heusen executive Malcolm Robinson as its new president, effective immediately.

In this role, Robinson will be responsible for the company's domestic sales, direct to consumer, marketing, design, product development and merchandising departments.

"We are very excited that Malcolm is joining Maidenform. He is a highly seasoned retail executive, with over 25 years experience in the apparel industry," said CEO Maurice Reznik. "We look forward to his contributions in a broad range of decisions as we move the company forward."

As group president, wholesale sportswear at Phillips Van Heusen, Robinson oversaw the Izod, Arrow, Van Heusen, Timberland and Geoffrey Beene brands.

As well as its namesake line, Maidenform's brands include Flexees, Lilyette, Luleh, Bodymates, Inspirations, and Sweet Nothings.