High-end casual apparel company People's Liberation is set to explore the licensing opportunities of its denim brands with the appointment of Andrea Sobel as executive vice president of branding and licensing.

Sobel joins from Sanrio, where she was responsible for the brand positioning of Hello Kitty and other character brands.

She has more than 15 years' experience in licensing, marketing and brand development.

At People's Liberation, Sobel will oversee the market positioning of the company's People's Liberation and William Rast brands, as well as potentially extending them into licensed product areas such as footwear, accessories and fragrances.

"Andrea Sobel's background and accomplishments position her as a very welcome new management team member," said CFO and newly promoted president Darryn Barber.

"We look forward to exciting contributions from Andrea as we expand upon the image and marketing presence of our premium denim brands."

Sobel said both brands offered "great opportunities" for licensing and brand extension.

"Given the right strategic licensed partnerships, each of these distinctive names can enjoy enhanced brand equity in new product categories, so as to contribute optimally to the continued growth of People's Liberation Inc," she added.