Abercrombie Names Insider to Newly Created COO Post

By John Kell 

Abercrombie & Fitch Co. has appointed Chief Financial Officer Jonathan E. Ramsden to also serve as chief operating officer, a new role at the teen retailer as it faces pressure to turn around a weak sales performance.

The new role for Mr. Ramsden, who will stay as CFO until a successor is appointed, was announced two days after Abercrombie stripped Chief Executive Michael Jeffries of his title of chairman and named three new members to its board.

The executive changes have come as Abercrombie, known for its expensive logo-adorned gear, has faced pressure from fast fashion chains like Forever 21 and H&M. Mr. Jeffries has sparked controversy with comments about hiring attractive sales staff and gearing products toward thinner shoppers.

Mr. Ramsden, 49 years old, will work closely with Mr. Jeffries, as well as the company's new brand presidents, Abercrombie said. Mr. Ramsden has served as Abercrombie's CFO since late 2008. He previously worked at advertising giant Omnicom Group Inc.

"Jonathan's responsibilities have progressively expanded well beyond the CFO role, and this new position will enable Jonathan to work closely with me in managing the overall execution of our long-range strategic plans," Mr. Jeffries said.

Abercrombie's move to create a COO post differs from the trend seen at other companies that have eliminated the position in recent years. PetSmart Inc., for example, recently said the role wouldn't be filled after the retirement of its COO. In most cases, chief executives have looked to take greater control of day-to-day operations or delegate control to division heads, squeezing out the need for a COO or president.

Abercrombie's shares rose 0.5% to $36.13 in after-hours trading on Thursday.

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