Apparel group L Brands (the new, temporary name for Limited Brands) has hired former Aurora Fashions executive Ishan Patel to oversee Victoria's Secret digital business. 

Patel will join Victoria's Secret Direct as executive vice president of operations in mid-July and report to Bridget Ryan Berman, CEO of Victoria's Secret Direct.

He most recently served as group omni-channel director at UK-based Aurora Fashions, which owns the Coast, Oasis and Warehouse brands, where he was responsible for IT, distribution, business development and the multichannel technical teams. Patel has also held positions at Mosaic Fashions and Rubicon Retail.