Chico's Taps Diane Ellis as Brand President

By Melissa Campanelli

Chico's FAS, Inc. announced last week that Diane Ellis, the current CEO of The Limited, has been appointed president of its Chico's brand, effective Nov. 1. In this role, Ellis will oversee all business activities for Chico's and will report directly to Shelley Broader, president and chief executive officer of Chico's FAS.

Total Retail Take: The hiring of Diane Ellis is a smart move for the specialty retailer. Besides having more than 35 years of retail experience — including president and chief operating officer of Brooks Brothers — Ellis has been instrumental in driving the strategy behind The Limited's growth and business transformation over the past three years. Her expertise will be needed. Chico’s faces ongoing challenges in the competitive, evolving retail industry. It continues to work to find the right store mix and develop the ideal digital experience for its customers while keeping its shareholders in mind.

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Melissa Campanelli Author's page Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.