Women’s apparel retail chain bebe stores inc. has appointed Steven Birkhold as CEO, effective immediately. He replaces founder Manny Mashouf, who also served as chairman.

Bebe is No. 371 in the Internet Retailer Top 500 Guide.

Since 2010, Birkhold had worked as president and CEO of Lacoste North America, the domestic arm of the France-based apparel company. Before that, he was CEO of Diesel USA, part of the Italy-based clothing brand, bebe says. Prior to that job, he held several executive positions at VF Corp., including general manager of Nautica Jeans, general manager of Lee Jeans and president of Earl Jeans.

“Steve is an accomplished industry leader who has grown iconic brands, guided businesses in new strategic directions and built strong management teams,” Mashouf says. “We are eager to continue our journey toward becoming a global, omnichannel company. Steve will help us develop and execute strategies to reach that goal by growing our brand, expanding our distribution channels, and evolving our customer experience.”

Besides its online presence, bebe also operates 250 stores.