Rigby & Peller has appointed a new UK managing director, Lingerie Insight has learned.

Isabel Baert, the former global head of Buying Retail at Rigby & Peller, the retail brand of Belgian lingerie manufacturer Van de Velde, will start her new role with immediate effect.

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Baert has held several posts within Van de Velde, including head of buying and regional manager.

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She has also worked as a brand manager for BOSS Black womenswear at Hugo Boss.

Baert said she is honoured to be taking up the new role as managing director for Rigby & Peller UK.

“I’m immensely proud of working in our flagship market where the brand originates, with a dynamic and talented team. Together we’ll focus on building a brand which is known for its world class client service where we help women look and feel the very best version of themselves,” she added.

Ignace Van Doorselaere, CEO of Van de Velde commented: “We’re delighted to announce the promotion of Isabel to Managing Director for Rigby & Peller UK. She’s proven to be a formidable force as our Global Head of Buying – and I’m confident that her in-depth knowledge of product, the market and our clientele will be invaluable when driving our UK business forward.”

The news follows the appointment of Ginny Gerard as CEO of Rigby & Peller’s US subsidiary.

She will be responsible for overseeing the luxury lingerie retailer’s network of major US markets, including New York, Atlanta, Chicago, Boston, Houston, Philadelphia and Southern California.

Rigby & Peller recently opened 13 stores in the US, including a flagship location in New York, as part of Van de Velde’s ambitious plan to grow the brand on a global level.

Van de Velde also owns Intimacy Bra Fit Stylists, whose former US retail locations are now fully transitioned into Rigby & Peller stores.