The Tommy Hilfiger Group is setting up a new division to take control of the Arrow brand in Europe and manage the European launch of other brands owned by parent Phillips-Van Heusen.

The new division, PVH Europe, will be based in Amsterdam in the Netherlands.

Michael Arts, who has been serving as executive vice president of global brand management for Tommy Hilfiger, will take on the additional role of president of PVH Europe. He will be supported by a dedicated team, as well as the existing Tommy Hilfiger European infrastructure.

"Since joining forces with PVH in May of this year, we have studied the opportunities for international expansion of PVH's most iconic brands, using Europe as a starting point," explained Fred Gehring, CEO of the Tommy Hilfiger Group and PVH International.

"We strongly believe in the global potential for the Arrow brand due to its extremely credible - almost unparalleled - American heritage."

Arrow will make its debut as a featured brand at the Pitti Uomo Imagine trade show in Florence in January 2011. The first Arrow collection under PVH Europe will launch at retail in autumn 2011, with three different labels targeting the men's dress, casual and contemporary shirt segments.

Michael Arts, who has been one of the key Tommy Hilfiger team members since its launch in Europe in 1997, says Arrow's rich history provides a strong platform "to eventually be developed into a lifestyle brand with strong category specialisation."

Gehring adds: "Long before our acquisition by PVH, we viewed Arrow as one of the most interesting authentic American brands with great potential in Europe. With the launch of PVH Europe, we are extremely excited to realise its full potential under Michael's passion and leadership."