Williams-Sonoma has appointed Alex Bellos, the head of its Rejuvenation and Mark and Graham brands, as the president of the West Elm brand.

As of 5 June, Jim Brett has resigned as president of West Elm brand and has taken the position of CEO of J.Crew.

For Bellos, this is considered to be a return to the West Elm brand.

He first joined the brand in 2008 and reported to Brett. He served as strategy and development vice-president for West Elm from 2010 to 2013.

“Alex’s deep knowledge of the West Elm brand, combined with his success driving double-digit growth across our newer businesses, make him the right person to continue to advance West Elm’s initiatives and to lead the brand’s tenured team."

During this period, Bellos led strategic projects, real estate expansion and operations, as well as played an important role in executing strategies that contributed to West Elm’s strong growth.

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Over the last three years, Bellos' focus has been on expanding Rejuvenation from a small lighting and house parts innovator into a home lifestyle brand.

Williams-Sonoma president and CEO Laura Alber said: “Alex’s deep knowledge of the West Elm brand, combined with his success driving double-digit growth across our newer businesses, make him the right person to continue to advance West Elm’s initiatives and to lead the brand’s tenured team.

“He is a dynamic leader with deep expertise in brand development, finance and operations, with a strong track record of developing winning strategies, leading change, and driving detailed execution.”

Williams-Sonoma is a specialty homeware retailer and offers products under eight brands, namely Williams Sonoma, Pottery Barn, Pottery Barn Kids, West Elm, PBteen, Williams Sonoma Home, Rejuvenation, and Mark and Graham.

The products are marketed through online medium, direct mail catalogues and offline stores.

Williams-Sonoma currently operates in the US, Canada, Australia and the UK, as well as offers international shipping to customers worldwide.

It has unaffiliated franchisees that operate stores in the Middle East and the Philippines, in addition to stores and e-commerce websites in Mexico.