NEW YORK — Liz Claiborne Inc. has hired Jill Granoff, former president and chief operating officer of Victoria’s Secret Beauty, to be group president, direct-to-consumer.

In this newly created post, Granoff will be responsible for the company’s specialty retail and outlet stores as well as e-commerce Web sites in the U.S.

Direct-to-consumer has been a major growth source for Claiborne. The segment accounted for 25 percent of total revenues in 2005 and included results from the company’s Juicy Couture, Lucky Brand and Sigrid Olsen stores, said Trudy Sullivan, president of Liz Claiborne. The company also developed e-commerce sites for C&C California and Juicy and has made it a goal to drive direct-to-consumer to 29 percent of total revenues before the end of this year.

“Jill has this great combination of experience in strategic and retail skills as well as working in a multibrand format,” Sullivan said. “She will be a great figurehead for this division, which is an ongoing objective at this company. Jill sees tremendous potential for significant growth for us and she gets the vision we have as a company. We were extremely precise in our search for this position and we feel that Jill really fits the bill.”

Granoff, 44, who could not be reached for comment, will join the company in September and report to Sullivan.

She left Victoria’s Secret Beauty, a division of Limited Brands, in April after helping to build it into a more than $1 billion beauty powerhouse. In the last two years, Granoff led the integration of the store teams, in which the retailers in the Victoria’s Secret apparel division took responsibility for the VSB stores as well. She also was instrumental in the creation of Beauty Avenues, joining all of Limited Brands product production capabilities. She led the entry of VSB into foreign markets as well.

“I loved leading the transition teams for the acceleration of growth,” Granoff told WWD in March. “But for me, personally, it’s time to find the next great opportunity.”

Before joining VSB, Granoff was the senior vice president, strategic planning, finance and information systems for Estée Lauder Inc. She began her career as a management consultant in the strategic planning practice at A.T. Kearney Inc.

This story first appeared in the June 27, 2006 issue of WWD. Subscribe Today.

Granoff is strongly grounded in finance and operations, but “I love to build brands,” she said at the time of her departure from VSB.

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