Primark has appointed former Calvin Klein executive Kieron Birch as director of design for womenswear.

Birch will shape the creative direction for all womenswear collections and products, while leading the fashion, footwear and accessories design teams.

Primark said his appointment reflected its continued investment in womenswear as it looked to strengthen its trend-led ranges.

Birch, a Central Saint Martins graduate, has spent the past 20 years in senior design roles at Calvin Klein, Tommy Hilfiger and Abercrombie & Fitch.

His appointment follows Primark’s launch of its younger shopper-focused Primark Scene collection and its Edit range of elevated contemporary pieces.

Primark has also recently launched its second TV advert, which highlights its “famously affordable price points”.

Trading director of womenswear Mary Lucas said: “Kieron’s experience and passion for consumer trends and style will make him an invaluable addition to our team as we continue to strengthen our overall womenswear offering across the full design spectrum, including fit, material and how it performs when our customers wear and wash it.”

Birch said: “I’m excited to join Primark at such a pivotal time for womenswear and the Primark business.

“I really believe in Primark’s value-led approach, and that people shouldn’t have to pay more to look and feel good.

“I see great opportunity in combining value with style, to deliver everyday basics and trend-led fashion at a price people want.”

The move comes less than a week after Primark appointed Lucy Slinger, previously deputy chief financial officer of IKEA franchisee Ingka Group, as its new chief financial officer.

Primark confirmed in March that Eoin Tonge had been appointed as its permanent chief executive.

It is expected to separate from Associated British Foods by the end of 2027, with the break-up set to result in around £75 million of one-off separation and transaction costs.

Wittington Investments, the vehicle of Associated British Foods’ founding Weston family, will keep majority stakes in both businesses.