NEW YORK — Theory has made two strategic hires: Siddhartha Shukla is joining as chief marketing officer, effective Sept. 16, and Chris Tate will start as president, retail and e-commerce, on Sept. 23. Both are newly created roles, and report to Andrew Rosen, global chief executive officer of Theory and Helmut Lang.

This story first appeared in the September 9, 2013 issue of WWD.  Subscribe Today.

Shukla joins from Reed Krakoff, where, most recently, he was vice president of marketing and communications. Prior to that, he held senior roles at Gucci and Yves Saint Laurent. He will oversee global branding and communications for both Theory and Helmut Lang.

Tate joins from James Perse, where he served as president for the past three years. Previously, he worked at Giorgio Armani and St. John Knits. He will now manage direct retail channels for the Theory and Helmut Lang brands in North America and Europe.

The hires come at a time of international expansion for both brands. “I believe their level of experience will be an excellent complement to our existing organization and will allow us to accelerate our global initiatives,” Rosen said.