Abercrombie & Fitch Co. appointed Samir Desai, formerly chief technology officer at Equinox, as its chief digital and technology officer.

At Equinox, Desai was responsible for developing and executing a comprehensive data strategy across the brand’s portfolio, launching a direct-to-consumer digital media business, creating customer experiences that fused physical and digital strategies.

In his newly created role at Abercrombie, Desai will be responsible for leading the company’s ongoing digital transformation strategy, including developing strategic initiatives through data and analytics, optimizing customer and user experience and further evolving the company’s portfolio of brands into digital experiences that are unique to each of their diverse audiences.

“We are pleased to welcome Samir to Abercrombie & Fitch Co. His robust background and deep knowledge of technology innovation will be incredibly valuable as we continue our transformation journey to being a digitally-led retailer,” said Fran Horowitz, CEO, Abercrombie & Fitch Co. “Over the past several years, we have prioritized investing in our digital capabilities. With Samir’s leadership, we look forward to further enhancing our omnichannel experiences and technology practices to remain close to our global customers.”

Photo courtesy Equinox