October 14, 2011, 1:47 PM

Victoria's Secret hires a former Apple executive to oversee e-commerce

Bridget Ryan-Berman also worked as CEO of fashion brand Giorgio Armani.

Stefany Moore

Associate Director of Research

Lead Photo

Bridget Ryan-Berman

Limited Brands Inc. has hired a new CEO for its subsidiary Victoria’s Secret Direct, the online and catalog arm of the lingerie retailer.

Bridget Ryan-Berman, formerly the CEO of high-end apparel brand Giorgio Armani Corp., will take over for Pia Ferrario, who will become an advisor to the company after the holiday shopping season, the retailer says.

Before Giorgio Armani, Ryan-Berman was chief operating officer for the retail division of Apple Inc., and was group president for Polo Ralph Lauren Corp. Apple is No. 3 in Internet Retailer’s Top 500 Guide and Ralph Lauren is No. 70. Victoria’s Secret Direct is No. 18.

"I am confident that we will continue to build on our dominant e-commerce position under Bridget's leadership," says Sharen Jester Turney, president and CEO of Victoria's Secret.  "Her impressive career as a merchant leader for some of the world's most successful and respected brands will translate well for our team and our customers."

Ferrario joined Limited Brands in 1989 and was named CEO of Victoria's Secret Direct in 2007, the retailer says.

"With her vision and leadership, Pia has been instrumental in the success of our direct business," said Leslie H. Wexner, chairman and CEO of Limited Brands.  "We celebrate her 23 years with the business and look forward to her continued contributions as a consultant to our overall Victoria's Secret business."

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