UK-based Pentland Brands, one of the world's largest sports, outdoor and fashion companies, has named former Coach executive Gianni Georgiades as CEO of the Lacoste Footwear joint venture (JV).

Georgiades, who will join the business on 8 May, will head up the new JV based at Pentland's headquarters in North London.

Announced in January, the 50:50 joint venture manages the design, production and manufacturing of Lacoste's footwear globally. Pentland continues to manage UK distribution, while Lacoste handles distribution in its main territories.

Georgiades joins the business from Coach where he was vice president of wholesale partnerships in Europe. He has also previously served as managing director of EMEA at Ugg owner Deckers Brands, sales and operating director at luxury department store Harrods, and held roles in international sales for the DSquared2, Maison Martin Margiela and Ungaro brands.

"Gianni has extensive experience in product strategy and business development across various industry sectors and channels. He has an inclusive approach and will be focused on realising the huge potential for Lacoste in the footwear category, whilst building a great team environment," says Richard Newcombe, president of Pentland's footwear division.

Pentland recently announced a reshuffle of its executive team in a bid to accelerate brand growth across international markets.