Hoffman has over 30 years experience working for a range of retail and luxury fashion brands in North America where he has held senior leadership positions. Most recently he was CEO for Dutch retail company Scotch and Soda USA.
The newly created role will help to accelerate Ted Baker’s growth in North America, which represents the company’s second biggest market.
Ted Baker has 560 stores and concessions worldwide, comprised of 199 stores in the UK and 136 in North America.
Hoffman will join Ted Baker in December later this year.
Commenting on his appointment, Hoffman said: “I am delighted to join Ted Baker to lead the company’s North American team to even greater success.
“Ted Baker is an outstanding brand that I have been an admirer and consumer of for some time. I look forward to accelerating the development of this quintessential British brand in the North American market.”
Lindsay Page, chief executive, said Hoffman’s “experience and in-depth understanding of the North American market will further strengthen our global executive team.”
She added: “I have no doubt that he will be a driving force in continuing to develop the Ted Baker brand in North America, particularly supporting our online and digital business development.”
It comes after shares at Ted Baker plunged by as much as 35% in early trading on 3 October after it reported a 193.9% fall in half-year profits to £23m.