Women's apparel chain Coldwater Creek Inc on Friday named its founder and chairman, Dennis Pence, to the additional role of chief executive.

Pence will take the position of chief executive at the Idaho-based company from Georgia Shonk-Simmons who will continue as president and take on the added duties of chief merchandise officer.

Coldwater said in a statement that Pence’s return as CEO is part of its plan to return its earlier corporate structure.

Earlier this week, the company revealed it swung to a $600,000 loss in the second quarter amid flat sales of $92.8 million but reaffirmed its original earnings guidance for full-year fiscal 2003.