NEW YORK — Theory has named Laura O’ Connor as president of women’s.

O’ Connor was previously with Urban Outfitters where she was general merchandise manager and design director. She was also a founding head merchant for Urban Outfitters’ direct business, which launched in 2000.

At Theory, she succeeds Trish Wescoat Pound, who joined Michael Kors (USA) Inc. as president of women’s Collection in February.

O’ Connor comes to Theory with extensive experience in the retail sector. Prior to Urban Outfitters, she worked at The Limited, Banana Republic and Barneys New York. As president of women’s, O’ Connor will work closely with Andrew Rosen, Theory’s president, Craig Leavitt, president of retail, and design director Istvan Francer.

For complete coverage, see tomorrow’s issue of WWD.

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