As part of its expansion into the United States, UK lingerie retailer Rigby & Peller has appointed Ginny Gerard as CEO of its US subsidiary.

Gerard will be responsible for overseeing the luxury lingerie brand's network in major US markets including New York, Atlanta, Chicago, Boston, Houston, Philadelphia and Southern California.

The company recently launched 12 stores in the United States as part of a globalisation move by its parent company, Van de Velde. The Belgian lingerie firm also owns Intimacy Bra Fit Stylists, whose former US retail locations are now fully transitioned into Rigby & Peller stores.

"Rigby & Peller has long been known for making a positive difference in women's lives and I am excited to lead a company with such a rich heritage and passionate international following," Gerard said. "With over 75 years of history in the UK, well-located stores in major US cities, and highly trained lingerie stylists, Rigby & Peller is poised to become the top retailer for lingerie, swimwear, nightwear and shapewear needs in the US."

Gerard comes to Rigby & Peller with nearly two decades in the luxury retail industry, beginning with Saks Fifth Avenue in Chicago and later as a boutique manager for French silver brand Christofle, where she served as vice president of sales and marketing. Her last position at Christofle was as executive vice president for North America.

Van de Velde recently deployed a new ERP system to help enhance its supply chain efficiency, reduce lead times and prepare the business for new market opportunities.

Based in Belgium, the company designs, produces and sells luxury lingerie under several owned brand names, including Marie Jo and PrimaDonna.

With 80 stores worldwide, including Rigby & Peller in the UK and US, and Lincherie in the Netherlands, it had a turnover of EUR209m in 2015, and employs 1500 people.

Van de Velde deploys ERP for next phase of growth