PVH Corp has finalized three changes to its executive leadership team, altering regional oversight and establishing a new corporate division focused on international licensing and expansion.

Adelyn Cheong has been promoted to CEO of PVH Americas. In her new capacity, Cheong will oversee the commercial operations and regional management of the Calvin Klein and Tommy Hilfiger brands across the Americas. 

Cheong joined PVH in 2018 to lead Tommy Hilfiger in the Asia Pacific region and was later appointed president of PVH China in 2021.

As part of the appointments, Ying Wu will assume the role of president of PVH China while retaining her current position as EVP and CFO of PVH Asia Pacific.

Cheong succeeds Donald Kohler, who is stepping down from the company on June 30 to pursue another professional opportunity.

The company has also created the position of president, global licensing, partnerships, and expansion, which will be filled by Joel Samaha starting July 6. 

Samaha joins PVH from Boston Consulting Group, where he served as a partner in the firm’s global consumer and fashion practice. 

His new responsibilities include managing non-owned business partnerships, category and market licenses, joint ventures, and global real estate strategy, areas previously under Kohler’s remit.

In addition, Jonathan Bottomley, the global CMO for Calvin Klein, has taken on expanded responsibilities as EVP, group consumer and brand strategy at PVH Corp. 

Bottomley will oversee global consumer capabilities and marketing strategies across both Calvin Klein and Tommy Hilfiger, while maintaining his current marketing reporting line.  

All three executives will report directly to Stefan Larsson, CEO of PVH Corp. 

Bottomley’s expanded duties take effect immediately, while Samaha and Cheong will assume their roles on July 6 and late summer, respectively.  

Earlier this month, PVH Corp pledged $10 million to an initiative supporting emerging fashion designers through funding, mentorship, and industry access.