Chris Peck, formally chairman at bakery chain Cooplands for four years, will join the company, according to his online LinkedIn profile.
Peck will replace Stuart Rose, non-executive director at Giraffe restaurants and formally managing director of The Body Shop, according to British Baker’s sister site, M&C Report.
Last month, the bakery chain was removed from administration by investment fund Enact, saving more than 200 jobs after the £7.5m fund by the private equity house Endless agreed to buy 35 outlets and stores, together with the brand.
At the time, Enact revealed it planned to invest “significant capital” in refreshing the brand, in product innovation and investment in the store estate, including the opening of new stores at strategic locations.
Enact also said it was in advanced discussions to appoint an experienced executive chairman to the company to shape and execute the new strategy.