Tim Brown has been named chief executive officer of Ellie Kai, a contemporary direct-selling fashion brand.

Brown is the first to hold this post since the brand’s founding in 2012 by its president Liz Hostetter.

Brown will spearhead the development and implementation of the company’s strategies and processes on all business fronts. He reports to the company’s board of directors.

“Tim is a brand building expert and leader with extensive executive management experience and success in the consumer and direct selling industries. By aligning his expertise with our shared vision for the company, we are excited to have him lead Ellie Kai in our next stage of success,” Hostetter said.

Prior to joining Ellie Kai, Brown partnered with U.K. chef Jamie Oliver and founded Jamie Oliver at Home, a start-up direct sales company. Earlier, he has held posts at Princess House, Swarovski, Coach and Clinique.

Based in Osterville, Mass., Ellie Kai is available through a network of consultants across the country. The line is sold through homes where women can try on styles, and get advice from friends and their own personal EK style consultant. It is also sold through the Web site and at two seasonal shows in showrooms in Osterville and Nantucket, Mass. Clients can select the styles and fabrics, and the company oversees directly its on-demand production model. Made-to-order garments are cut and sewn to a client’s specifications and shipped to her home within a few weeks.