New Look chief operating officer Will Kernan is leaving the UK apparel retailer to join the White Company as its chief executive.

The troubled value fashion retailer has seen a slew of senior executives leave this year, following the departure of CEO Carl McPhail, including e-commerce director Dominic McBrien.

Kernan has been with New Look for 12 years and will leave in the new year. He will replace Patricia Alford-Burnett when she steps down in Spring 2012.

Commenting on the move, New Look executive chairman Alistair George said: "I and the rest of the Board would like to thank Will for the contribution he has made to New Look during his time in the business. We wish him all the best in his new role."

White Company founder Chrissie Rucker said: "We are delighted that Will is joining us as Chief Executive Officer. He brings with him a great depth of retail, operational and financial experience. His wealth of knowledge will ensure that we build on our successes to date and enable us to take The White Company to its next stage of development as a multi-channel retailer on an international scale."

The White Company also announced the appointment of Barry Wyse as the company's first e-commerce director. He joins the compnay from eCommera, where he led the retail practice team, providing consulting and anlytics services.