UK occasion wear retailer Coast has named Kate Bostock, the former head of general merchandise at Marks & Spencer, as its new CEO, tasked with developing the business into an "international omni-channel standalone brand".

Bostock's latest appointment comes just weeks after she left online retailer Asos, where she was executive director of product and trading for less than six months

"I have known Kate for a number of years and am extremely excited by her joining Coast," said Coast chairman Derek Lovelock.

"Kate has a natural affinity with the brand and is the perfect choice for us. Her experience in meeting customers' demands and in product development, allied with her expertise at leading teams and implementing strategic plans will be invaluable to Coast."

Bostock, who will join the business in September, said she sees an opportunity to "broaden the brand's offering to appeal to women of all ages who want to find the perfect outfit for any occasion".

Her arrival coincides with the departure of managing director Margaret McDonald, who is leaving the company to become president of lingerie retailer Victoria's Secret

Coast, which is part of Aurora Fashions, operates over 370 stores in 26 countries, with international sales contributing around 35% of the brand’s total turnover.

In March, Aurora Fashions revealed plans to break up the business, spinning off its Oasis and Warehouse brands under a new company called Fresh Channel and operating Coast as a standalone unit. The process is expected to take 12-18 months.

The company said the moves will create a "de-layered" management structure with operations aligned around an omni-channel model rather than traditional bricks and mortar stores. Combining young fashion brands Warehouse and Oasis will also enable the management team to exploit economies of scale and speed innovation.

Bostock was head of general merchandise at Marks & Spencer for eight years, leaving as part of a mangement restructure last year. She was then named executive director of product and trading at online fashion retailer Asos, a position she left last month.