PVH appoints new managers

The US fashion group PVH Corporation (PVH) has appointed three new managers. These include two internal promotions designed to accelerate the implementation of the multi-year strategic growth plan.

Adelyn Cheong has been promoted to Chief Executive Officer (CEO) of PVH Americas. In this role, Cheong will lead the Calvin Klein and Tommy Hilfiger brands in the region. She succeeds Donald Kohler, who has joined Gap Inc as global brand president and CEO of Banana Republic.

Cheong joined PVH in 2018 to lead Tommy Hilfiger in Asia Pacific. She was subsequently appointed President of PVH China in 2021, where she was responsible for digital transformation and e-commerce growth. Following her transition to the US position, Ying Wu will be named President of PVH China. This role is in addition to her current position as Executive Vice President and Chief Financial Officer of PVH Asia-Pacific. Cheong will assume her new duties in late summer.

Expansion of global licensing and brand strategy positions

Joel Samaha will join the company on July 6 in the newly created position of President of Global Licensing, Partnerships and Expansion. Samaha comes from the US management consultancy Boston Consulting Group, where he worked as a partner in the Global Consumer and Fashion Practice.

In this new position, Samaha assumes the global licensing responsibilities previously held by Kohler. He will lead the strategy and implementation of non-captive business partnerships. These include category and market licensing, joint ventures, strategic partnerships and global real estate expansion.

Jonathan Bottomley, currently Global Chief Marketing Officer (CMO) for Calvin Klein, will expand his responsibilities effective immediately. He will also become Executive Vice President of Group Consumer and Brand Strategy for PVH. Bottomley will focus on scaling global consumer skills, data and insights for both Calvin Klein and Tommy Hilfiger to strengthen engagement with the next generation of consumers.

Focus on strategic implementation

All three executives will report directly to Stefan Larsson, PVH’s chief executive officer. Bottomley will also maintain his reporting line to Calvin Klein Global Brand President David Savman.

“We are excited to add these experienced and talented executives to our leadership team as we take the execution of our PVH+ plan to the next level and realize the full potential of Calvin Klein and Tommy Hilfiger,” said Larsson.

Larsson added that the internal promotions of Cheong and Bottomley would increase their influence on the growth strategy. The addition of Samaha will also further strengthen the expansion of non-captive businesses.