Theory Names President of Retail

Theory (New York) has named Chris Tate president of its retail and e-commerce operations, one of two significant management additions.

The apparel brand also hired Siddhartha Shukla as chief marketing officer.

Both are newly created roles, and both executives will report to Andrew Rosen, global ceo of Theory and Helmut Lang.

Tate, who will manage direct retail channels for the two fashion brands in North America and Europe, had been president of James Perse, the California apparel brand. He had previously worked at Giorgio Armani and St. John Knits.

Shukla, who will oversee global branding and communications for the brands, was most recently vp, marketing and communications, for Reed Krakoff. He has also held management positions at Gucci and Yves Saint Laurent.