Chu succeeds Frank Cancelloni, who will leave his role at the end of March to pursue other opportunities.
Previously president of PVH Japan since May 2016, Chu oversaw brand strategies for Tommy Hilfiger and Calvin Klein in the country. Earlier, he was chief executive officer and representative director, Tommy Hilfiger Japan, a role he assumed when he joined PVH in October 2013.
Chu reports to Stefan Larsson, president of PVH.
“Tom’s strong management ability and consistent track record will position PVH well to further our Asia expansion,” said Larsson. “As we move forward, we are focused on leveraging the strength of our brands, continuing to capture the heart of the consumer and delivering sustainable profitable growth in one of our fastest growing regions.”
Cancelloni, who oversaw the Calvin Klein and Tommy Hilfiger operations in the Asia Pacific region, had assumed that role in May 2016, having joined PVH as president, Calvin Klein, Asia Pacific in December 2013. Before that he was ceo of Asia Pacific for Devanlay, the global apparel and leather goods licensee of Lacoste, and before that worked at VF Asia Ltd., VF Corp.’s Asian operations.
“On behalf of PVH, we would like to thank Frank for his many contributions in leading our Asia Pacific business for the past six years. In his role, Frank had led significant growth and expansion of our brand operations in the region,” said Larsson.
In discussing PVH’s third-quarter results in November, Emanuel Chirico, chairman and ceo of PVH, said, “During the quarter, we experienced continued outperformance by our European businesses while experiencing volatility in our businesses in North America and across China, including the impact of the ongoing protests in Hong Kong.”
In his six years at PVH, Chu, along with his team, has returned Tommy Hilfiger to premium brand positioning and the business to profitability in Japan. He also relaunched Calvin Klein Jeans to the market. Chu’s successor at PVH Japan hasn’t been named yet.
Prior to joining PVH, Chu was president and general manager, Cole Haan Japan, and president and ceo, Hugo Boss Japan, India and Asia Pacific.