Childrenswear retailer Pumpkin Patch has appointed Di Humphries as its new chief executive officer.

Humphries, who is currently the company’s merchandise and brand director, will step into her new role effective immediately.

Pumpkin Patch chairperson, Jane Freeman said Humphries was an extremely strong internal candidate for the CEO role who has had a “huge impact” on the business since joining Pumpkin Patch in 2012.

“We are very fortunate to have a very experienced senior management team to support Di deliver both the short and long term strategies, which we are confident will generate much improved financial results for our shareholders in years to come," she said.

“The ongoing evolution of our products and brands across global markets will be critical to the long term success of the business so it is a significant advantage to have Di using her exceptionally strong skills in those areas to lead the company into the future.”

Humphries has over 24 years experience as a senior retail expert on both sides of the Tasman. She has held a number of senior positions with Hallenstein Glasson including managing director of Glassons and executive director of Hallenstein Glasson. She has also held the role of head of buying at Ezibuy.

Humphries said that she is excited about the long term opportunities for the company.

“It’s now time to look to the future, implement our longer term international strategies, and leverage our brands into leadership positions in all our markets” she said.

“As part of that, my immediate focus will remain on product design, branding, and the supply chain, which are key to delivering kids and parents around the world the brand experience they expect of Pumpkin Patch.”