My Vintage Baby CEO Jessica Wiswall is to focus on developing new designs for the company after handing over day-to-day control of operations to Mark Pinter.

Pinter joins the babywear company with immediate effect as president and COO.

He has been chair of management support group Summit Advisory Partners' technology and best practices group since 2002, and was previously founder and CEO of Microfilm Systems.

Welcoming Pinter to the company, Wiswall said: "His record speaks for itself, and this frees me to do the design work I love."

"I think MVBY has great potential," said Pinter. "Talents like Jessica don't come along every day, and I'm delighted to be associated with her and the company."