NEW YORK — With the help of Georges Wichner, Vivienne Tam hopes to grow in a major way.

Wichner has been appointed to the newly created position of chief executive officer of the contemporary sportswear firm. Tam had been running operations herself, but will now stick to the creative side of the business.

“We want to bring Vivienne’s collection to a higher level,” said Wichner, who joined last week. “We will still have the contemporary line, but the natural growth of the company will include a high-end designer collection.”

Wichner said he plans to sign licenses for jeans, shoes, eyewear and cosmetics to add to the small line of accessories made in-house. He also plans to expand the brand throughout Europe and in China, where Tam is from.

Before joining Vivienne Tam, Wichner was president of Thierry Mugler USA for six years. Before that, he was president of CIDAT USA, a Gruppo GFT firm that distributed the Valentino collection in the U.S. At Cidat, Wichner successfully relaunched Miss Valentino in the U.S. Prior to that, he was at Yves Saint Laurent Rive Gauche as vice president of retail operations.

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