As part of its efforts to accelerate the company's digital transformation, Neiman Marcus Group has named Darcy Penick, CEO of Amazon subsidiary Shopbop, as president of Bergdorf Goodman.

Penick, who will join the business on 4 September, will manage the Bergdorf Goodman brand, including its online enterprise and two Manhattan based flagship locations. She will report directly to Geoffroy van Raemdonck, CEO of Neiman Marcus Group.

"Darcy's impressive leadership skills coupled with her success in digital and international retail make her the perfect choice to accelerate global growth at Bergdorf Goodman. I have every confidence that Darcy will partner with our very talented existing team to bring even greater luster to Bergdorf Goodman and continue to elevate the brand as one of the world's most prestigious luxury retailers," said van Raemdonck.

Penick began her retail career in 2000 at Neiman Marcus Group and held various merchandising roles across multiple categories at Neiman Marcus and Bergdorf Goodman. She joined Saks in 2006, and then transitioned to Shopbop in 2009 as the divisional merchandise manager. She was promoted to chief merchandising officer within four years and in 2016 was appointed CEO.

Neiman Marcus Group hailed its new digital strategy earlier this year as the upscale department store retailer moved to a profit in its second-quarter and reported its second consecutive quarter of revenue growth.

The firm first unveiled plans to roll out a new digital strategy in October of last year, aimed at "furthering its leadership position in the luxury retail space".