Yorkshire-based former La Redoute CEO Michael Truluck becomes chairman of Joe Browns

It comes after Joe Browns opened a new franchisee-operated store in the Lake District this summer and announced an ambition to find ten new stores by 2024.

It has also completed a £2m warehouse upgrade to support growth ambitions and increase pick face capacity and went on TV for the first time with autumn/winter and Christmas TV advertising.

Mr Truluck, who lives in Ilkley, said: “I join at probably the most exciting time in the brand’s 25-year history.

"With a unique and confident approach to remarkable product across womenswear, menswear and home it means Joe Browns really stands out in the market - something that has been evident by the growth delivered by the team.

“With a great leadership team in place I look forward to supporting them by ensuring that Joe Browns is seen and loved by more customers than ever before. Be it through stores, an even stronger on-line experience or third-party partnerships – and from what I have seen already it’s all to play for from a really firm foundation.”

Simon Brown, Founder of Joe Browns, said: “I couldn’t be happier to welcome Michael into the Joe Browns family.

"We met years ago during a business meeting and I wrote in my notebook at the time ‘This guy is smart. Keep in-touch.’… I didn’t.

"Later down the line our paths crossed again, and I made a similar scribble.

“When I learned Michael was looking for a non-exec role I was keen to meet with him and discuss the vision for Joe Browns future, and establish if he shared a similar excitement for our opportunities. It’s safe to say he could see the wealth of potential in our unique offering and I’m excited to have him along for the journey.”