He brings with him 15 years of experience as an executive leader, with a record in delivering growth and “maximising” operational efficiencies within multichannel organisations.
He has held leadership roles in retailers Office Depot, Staples and recently as CEO for Tuffnells.
The role, based in Crewe and London, will focus on the digital side of the business, in synergy with the store portfolio, and will aim at nurturing the retailer’s service partners and bringing a further innovative edge to the company.
Birks said: “I am thrilled to be joining the Ryman business which I have respected for many years. During these unprecedented times for retail, I look forward to working with the team to deliver the next exciting chapter for this fantastic brand.”
Theo Paphitis, chairman and owner, Ryman, said: “Peter brings a huge amount of energy, leadership skills and industry intel to Ryman and has a proven track record and digital focus.
“We are excited to welcome him on board and know he’ll make a big difference in further growing the brand and inspiring the team, from day one.”