Fran Horowitz will start as president of its Hollister brand on 30 October

Fran Horowitz will start as president of its Hollister brand on 30 October

Abercrombie & Fitch has hired Fran Horowitz from Ann Inc as president of its Hollister brand.

Horowitz, previously president of Ann Inc's Loft brand, will take up the role on 20 October. She will be responsible for product, customer-facing activities, and financial performance for Hollister.

Her start date runs concurrent with that of Christos Angelides, the new president of the A&F brand.

Prior to Ann Inc, Horowitz was with Express Inc as the EVP of women's merchandising and design, and has held a variety of merchandising roles with Bloomingdale's for 13 years.

CEO Mike Jeffries said of the appointment: "We considered many candidates for the Hollister brand president position, and Fran clearly stood out as the right fit for the role. Her long experience in speciality and general retail, her outstanding merchandising skills, and her understanding of our culture and values, will make her a great asset to the company."

Abercrombie & Fitch believes individual brand presidents at its Abercrombie & Fitch and Hollister units will help to carve out a stronger, more clearly defined identity for each. It is also moving to a vertical organisation, with each brand having its own design, merchandising and planning.

Susan Anderson, analyst at FBR Capital Markets, agrees that separate brand presidents will "increase each brand's uniqueness in terms of product and image, an area where ANF has been challenged in the past.

"We view the appointment as a positive, particularly given Horowitz's experience in women's merchandising/fast fashion, an area that Hollister is starting to show significant improvement in terms of hitting trends and high frequency of flows."

She adds the appointment "is continued evidence that ANF continues to evolve towards an improved management and operating structure."