Kenneth Cole is handing the reins of his eponymous luxury fashion brand, Kenneth Cole Productions Inc., to a retail and apparel veteran.

The company on Thursday named Mark Schneider as its new CEO, charging him with overseeing the brand’s e-commerce, retail, outlet, international, licensing and wholesale businesses. Schneider takes over for Cole, who had served as CEO since Paul Blum left the company in May. Cole will remain as chief creative officer and executive chairman. Kenneth Cole Productions is No. 516 in the Internet Retailer Second 500 Guide.

Schneider will be tasked in part with boosting e-commerce sales that have remained relatively flat over the years. Internet Retailer data shows that the brand’s online sales have remained fairly steady in the $17 million to $19 million range since 2008, with web sales estimated at $19.75 million in 2013.

“This is also a great opportunity to collaborate with the retailers, the licensing partners, and the entire Kenneth Cole team for the journey ahead,” he says. “The brand has such rich heritage, and tremendous global potential, and I look forward to getting started.”

Schneider has held several executive positions in the retail and fashion industry, including serving as group president of the Heritage Brands, an umbrella that includes Van Heusen, IZOD and Speedo among others. Schneider also held leadership positions at Macy’s Inc., Timberland and Bob’s Stores. Macy’s is No. 8 in the Internet Retailer Top 500 Guide while Timberland is owned by VF Corp., No 110 in the Top 500.