Queen of Zutopia

The Wet Seal Inc. (Foothill Ranch, Calif.) has hired former Limited and Urban Outfitter executive Jennifer Pritchard as president of Zutopia, its new retail division.

Zutopia currently operates 30 stores catering to the fashionable “tween” customer.

Pritchard spent 10 years at The Limited Inc. (Columbus, Ohio), advancing from an associate buyer to vp and dmm of Tops. She was then gmm for Urban Outfitters Inc. (Philadelphia) and most recently head of the U.S. operations for TEX 38, a California marketing group for Asian-based manufacturers.

Pritchard will report directly to vice chairman and ceo Kathy Bronstein.

The Wet Seal bought the Zutopia chain from The Gymboree Corp. (Burlingame, Calif.). It operates about 590 mostly mall-based stores in the U.S. and Puerto Rico under the Contempo Casuals, Wet Seal and Arden B names, selling apparel, accessories and its own line of cosmetics.