In an effort to strengthen its direct-to-consumer activities, G-III Apparel Group has appointed Emily George president of direct-to-consumer, North America, effective Monday.

In this role George will lead G-III’s direct-to-consumer retail and digital strategy and growth across North America, with a focus on Marc Jacobs.

George brings significant experience in brand building, luxury retail and commercial operations, with a strong focus on clienteling and the customer experience. Most recently she was president Americas and global wholesale at Balmain, where she led the brand’s business across the region, expanding its retail presence and developing experiences designed to deepen relationships with clients. She had been with Balmain since January 2022.

The appointment marks a return to Marc Jacobs for George, who earlier spent nearly two decades with the brand, serving in several leadership roles across sales, retail and commercial operations, ultimately rising to senior vice president, commercial, Americas and global sales operations.

In her new position George will report to Morris Goldfarb, chairman and chief executive officer of G-III, and Eric Marechalle, CEO of Marc Jacobs.

“Emily is an exceptional leader with a proven ability to grow businesses and connect brands with consumers,” Goldfarb said. “As we continue to invest in our owned brands and expand our direct-to-consumer capabilities, bringing talented leaders like Emily into the organization is an important part of our strategy. Her perspective and leadership will be a valuable addition to G-III as we continue to grow.”

“Returning to Marc Jacobs feels incredibly special,” George said. “I grew up professionally at Marc Jacobs and had the opportunity to see the brand evolve over many years. I have always believed deeply in the brand and its potential. This next chapter with G-III brings an exciting opportunity to build on that legacy and I am thrilled to be part of shaping Marc Jacobs for the next generation.”

Marechalle said, “Emily knows Marc Jacobs deeply, and her return comes at an important moment for the brand. She understands what has always made Marc Jacobs distinctive and brings the commercial perspective and leadership to help us realize the opportunity ahead. I look forward to working closely with her as we strengthen our direct-to-consumer business and deepen our relationships with clients.”

As reported last month, Marc Jacobs tapped John Wattiker as chief marketing officer, leading the brand’s global marketing strategy, overseeing efforts to strengthen brand positioning, deepen consumer engagement, and further expand Marc Jacobs’ reach and relevance around the world. He had been vice president, fashion and luxury, at Hearst.

LVMH Moët Hennessy Louis Vuitton completed its approximately $925 million sale of Marc Jacobs to WHP Global and G-III Apparel Group last month, as reported. WHP and G-III each own 50 percent of the brand, while G-III bought the company’s operating business, which is centered in the U.S. and Europe and includes more than 100 stores. WHP will lead the joint venture that holds the brand and G-III will support the JV while running wholesale, retail and e-commerce.

In releasing second-quarter results last month, G-III said sales for the year are expected to tally $2.7 billion, including a loss of $460 million in sales from Calvin Klein and Tommy Hilfiger as the group completes the transition of those brands back to their owner PVH Corp. G-III said that does not yet reflect the Marc Jacobs business, which is expected to be dilutive for the next 12 months.

While Marc Jacobs is expected to generate about $360 million in global sales this calendar year, excluding licensing revenues, G-III sees the potential to drive that up to $1 billion over the long term.