LONDON — Turnbull & Asser, the British shirtmaker, has appointed Jonathan Baker to the post of managing director.

Baker was promoted from his role as chief operating officer and will report to the brand’s owners James Fayed and Ali Fayed. The position is a new one.

As managing director, Baker will create and carry out the strategic vision for the brand and help support the business operationally and from a merchandising and marketing perspective.

Baker joined the company in 2016 as the business development director and was promoted to the coo role in 2017. He was previously at Paul Smith as the international sales manager for men’s wear before moving to New York as general manager for North America. He moved back to London in 2009 as global head of wholesale.

“The promotion recognizes the great strides Jonathan has made in simplifying and adding clarity to the organizational structure, developing the strategic vision and bringing all areas of the business closer together,” said James Fayed. “My father and I truly believe this effort and groundwork will underpin Turnbull & Asser’s future growth and success.”

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