Former Esprit China boss, Steve Chen, has taken over the reigns of Tommy Hilfiger China as the new CEO of the Chinese market. Tommy Hilfiger took over the whole sale operations of the Chinese market from its appointed licensee Dickinson Concepts in March 2010, Tommy Hilfiger is looking to the Chinese market to boost international sales whilst mature markets in Europe and America are recovering from the 2009-2010 economic crisis.

Mr. Chen joins Tommy Hilfiger with almost 20 years of fashion, brand management and retail experience in China. He was a member of the founding management team for Esprit in China, serving for the past eight years as Esprit’s General Manager, based in Shanghai. In his new capacity, Mr. Chen will report directly to Mr. Fred Gehring, Chief Executive Officer of the Tommy Hilfiger Group.

“We are very pleased to welcome Steve to Tommy Hilfiger,” said Fred Gehring. “In anticipation of our takeover of the Chinese business in the second half of this year, Steve’s appointment is the first and most critical step to ensure a smooth transition. China holds significant opportunities for our brand, and Steve’s very relevant experience and entrepreneurial approach will be instrumental in establishing Tommy Hilfiger as a leading premium lifestyle brand in this important market. Under his leadership, we are confident that the classic American cool appeal of the Tommy Hilfiger lifestyle can achieve its full business potential in China.”

“I am delighted to join Tommy Hilfiger as CEO of Tommy Hilfiger China,” said Steve Chen. “The tremendous global appeal of this iconic American brand has great potential here. I have been extremely impressed by the strength of the Tommy Hilfiger organization, and believe that the brand is very well positioned for future growth in the market. I look forward to joining such a dynamic management team and leading the expansion in China.”