Harvey Nichols has appointed a new manager to take over at the helm of its showpiece store in The Mailbox.
Kevin Breese, currently chairman of Birmingham Retail Partnership, brings 20 years of experience to his role at the city's exclusive shopping destination.
"I love luxury brands, so this is such an exciting opportunity for me," he said.
Aged 38, Mr Breese has been general manager at Beatties, Birmingham, since 2003.
Following a takeover of the Beatties chain by House of Fraser, the store is to be closed at the end of the year.
He believes the likes of The Mailbox and Harvey Nichols have helped boost Birmingham's reputation across the country.
"The Mailbox offers a special experience for the discerning shopper.
"My role now is to ensure Harvey Nichols is the premiere destination for customer service and for those looking for the most luxurious brands."