Oxford Industries has named Michelle Kelly to be the new chief executive officer of Lilly Pulitzer.

Kelly will succeed the current co-ceo’s, Scott A. Beaumont and James B. Bradbeer Jr., when they retire in April. Oxford said the two will continue to serve as advisers. Kelly currently is Pulitzer’s brand president.

Thomas C. Chubb 3rd, Oxford’s chairman and ceo, said, “During her 11 years at Lilly Pulitzer, Michelle has held management and leadership positions in [Pulitzer’s] marketing, merchandising, wholesale, retail and e-commerce teams. Under Michelle’s leadership, the Lilly Pulitzer team has developed a profitable and fast-growing direct to consumer business.” He cited initiatives such as launching e-commerce, refining the retail store model and innovative marketing programs such as the Lilly Pulitzer for Target designer collaboration.”

Oxford acquired the brand known for its colorful, preppy — with a lot of pink and green as its signature colors — looks in 2010 for $60 million.

The brand, shuttered in 1984, was revived by Beaumont and Bradbeer in 1993. The two later sold the business to Oxford, which said Lilly Pulitzer posted $168 million in net sales last year.