CRANBERRY TWP — A Cranberry-based fashion retailer hired a new chief executive officer, seeking to extend its retail channels beyond its current offerings.

Rue21 announced last week the hiring of Bill Brand, who most recently served as president of HSN and Carnival Corp.’s chief retail officer, as CEO. He succeeds interim CEO Jack Fleming, who returns to the board.

In a news release, Fleming said Brand’s ability to enhance the company’s brand brought Rue21 to the decision to hire him.

“We chose Bill because of his impressive track record in building high performance teams and his industry-recognized leadership abilities to modernize retail brands,” Fleming said. “Under his leadership, we will leverage Rue21’s recent growth by doubling down on omni-channel enhancements to create more compelling customer experiences.”

While the company had filed for — and emerged from — Chapter 11 bankruptcy in late 2017, it has seen evident success in recent years, now with roughly 700 stores across 45 states. It boasted a double-digit boost in business while the total apparel market dropped 12% in September.

The company additionally wants to expand how it reaches new consumers, another reason it selected Brand. As HSN president, Brand brought the decades-old TV model into the 21st century with a refreshed website and new mobile experience. He also partnered with Hollywood studios and A-list celebrities to grab the attention of consumers.

“The opportunity to grow a retail brand with such a strong foundation and brand commitment to fashion, affordability and inclusivity is one that both humbles and thrills me,” Brand said. “I’m excited to leverage the unique momentum that Rue21 has achieved during this historic time and I’d like to congratulate the entire team on their efforts. I can’t wait to meet with this dedicated team and work alongside associates to leverage our collective strengths. Through creative partnerships and programs, we will bring our customers new experiences that will further connect them with one of the most compelling, yet under the radar, brands in the U.S.”