PVH Corp. has announced a major leadership reshuffle as it continues to strengthen its global growth strategy for its flagship brands, Calvin Klein and Tommy Hilfiger. The changes include senior executive promotions, a new leadership appointment, and the creation of a new strategic role within the company.
Leading the announcement is the promotion of Adelyn Cheong to Chief Executive Officer of PVH Americas. In her new role, Cheong will oversee operations for both Calvin Klein and Tommy Hilfiger across the Americas region. She succeeds Donald Kohler, who will leave the company to pursue a new professional opportunity and relocate closer to family. Kohler will continue supporting the business transition until June 30.
Cheong has been with PVH since 2018, initially leading Tommy Hilfiger’s business across Asia-Pacific. In 2021, she was elevated to President of PVH China, where she played a key role in strengthening the company’s presence in one of the world’s most important fashion markets. Following her latest promotion, Ying Wu will take on the additional role of President of PVH China while continuing her current responsibilities as Executive Vice President and Chief Financial Officer of PVH APAC.
PVH has also appointed Joel Samaha to the newly created position of President of Global Licensing, Partnerships and Expansion. Samaha joins the fashion giant from Boston Consulting Group, where he worked as a partner in the company’s global consumer and fashion practice.
In this newly established role, Samaha will lead PVH’s worldwide licensing operations, joint ventures, strategic partnerships, and real estate expansion strategies. The appointment reflects PVH’s increasing focus on growing through partnerships, collaborations, and non-owned business models as the company seeks new avenues for long-term expansion.
Another key change involves Jonathan Bottomley, who will now serve as Executive Vice President of Group Consumer and Brand Strategy at PVH while continuing his current position as Global Chief Marketing Officer for Calvin Klein. His expanded responsibilities will focus on strengthening PVH’s consumer engagement strategy by leveraging data analytics, customer insights, and targeted brand experiences more effectively.
According to PVH CEO Stefan Larsson, the appointments are aimed at accelerating the company’s PVH+ Plan, a broader strategy focused on driving growth and maximising the global potential of Calvin Klein and Tommy Hilfiger.
The leadership changes come at a time when global fashion companies are increasingly reshaping executive structures to respond to evolving consumer behaviour, digital transformation, and growing competition in the premium lifestyle segment. By strengthening its executive leadership team, PVH appears focused on building stronger global operations, deepening engagement with younger consumers, and expanding strategic partnerships worldwide.
Samaha’s appointment will officially take effect on July 6, while Cheong is expected to step into her new role later this summer. Bottomley’s expanded role is already effective immediately.
