Chris Knott is joining Johnnie-O as chief merchandising officer.

Knott, the founder of luxury brand Peter Millar, retired in 2015 to spend more time with his family, but he’s back and is being tasked with improving the men’s wear lifestyle brand’s quality and fit, brand positioning and retail experience. Knott will also help the brand extend its assortment into performance apparel and relaxed tailoring.

“I already live the Johnnie-O lifestyle. The brand is great and I’m here to help make it better,” said Knott, who added that while traveling with his family he frequently noticed men wearing Johnnie-O. “I always saw it in the right places being worn by the right people. My wife got tired of me saying, ‘Look what that guy is wearing.’ And I’m too young not to work.”

Knott, who founded Peter Millar in 2001, has spent more than 30 years in the retail, sportswear and golf apparel industries. He sold his brand to Compagnie Financière Richemont SA in 2012.

“We are thrilled to welcome Chris to the Johnnie-O team,” said Dave Gatto, chief executive officer of the California-based brand. “His world-class expertise will elevate our product and merchandising, further transforming the Johnnie-O business. Along with John and the current team, he will make contributions that allow us to accelerate our growth plans. I’m excited about what the future holds for us and our retail partners.”

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