Park joins Forever 21 from Paper Source where she served as CEO for the past six year, working to transform the brand from a brick-and-mortar retailer to a lifestyle brand with a robust digital platform spanning social, digital content, online subscriptions, and affiliate partnerships.

Park also led the sale of Paper Source to an affiliate of Barnes & Noble. She will report into Marc Miller, CEO of Forever 21-owner Sparc.

“We are thrilled to have Winnie join the Forever 21 team. She is an inspirational leader and team builder who brings deep omni-channel experience and a track record of successfully growing businesses with particular strengths in strategy, merchandising, marketing and branding. As CEO, Winnie will add fresh perspective and approaches in connecting with the Forever 21 customer which will help drive Forever 21 from its current US$2bn sales level to new heights of success as a leading brand in Sparc’s fashion and lifestyle brand portfolio,” Miller says.

Park adds: “As a longtime shopper and admirer of the brand, I am honored to join Forever 21 at such a pivotal time of reinvention and reinvigoration. I am looking forward to partnering with this exceptional leadership team to continue the transformation of this brand with a focus on the Forever 21 community including its people, purpose and business priorities across digital and traditional retail channels.”

Prior to Paper Source, Park held executive roles across e-commerce, global marketing, and fashion merchandising, including a nine-year tenure at the Hong Kong-based international luxury retail leader DFS, a division of LVMH. At DFS, she was responsible for launching the company’s first global e-commerce site for fashion, beauty, watch/jewellery, and spirits serving customers across China, Korea, JapanSoutheast AsiaEurope, the Middle East, and the US.

She started her career at McKinsey & Company San Francisco in fashion retail and consumer digital before joining Levi Strauss and Company to lead women’s merchandising for Dockers.

Park replaces Daniel Kullee who was named Forever 21 CEO shortly after it was acquired by Authentic Brands Group (ABG) and Sparc Group.

Kulle was brought in to modernise the brand’s content and social media strategies and work with its leadership to evolve Forever 21’s sustainability initiatives.

News of his departure first broke in October.