Cornish clothing brand Seasalt has appointed Louise Couch as its new chief financial officer.

She arrives at the company with lots of industry experience, working with fast-paced consumer and tech businesses.

Ms Couch will join the Seasalt executive board.

She will be responsible for the brand's financial decision-making, leading the development and delivery of the brand's overall business strategy, and contributing to Seasalt's global expansion.

Ms Couch will also report directly to CEO Paul Hayes.

She previously held senior roles in investment banking at J.P. Morgan and Morgan Stanley, focusing on the retail sector.

Most recently, she spent three years as senior director of international financial planning and analysis at Peloton Interactive.

Paul Hayes, CEO, said: "I'm delighted to welcome Louise to Seasalt; her appointment marks a significant strengthening of our senior leadership team.

"Her extensive knowledge and experience, particularly in international markets, will be invaluable as we continue to develop our long-term strategy to support our growth ambitions."

Ms Couch said: "I'm delighted to be taking on this opportunity at Seasalt, joining the team at an incredibly exciting time in the brand's domestic and international expansion.

"Seasalt is a fantastic success story, with such a strong heritage, and I'm very much looking forward to being on board to define and deliver the next stages of growth."

Seasalt was established in Cornwall by Don Chadwick four decades ago.

The premium lifestyle brand now has 76 stores across the UK and Ireland, a store in the US, and a thriving online business.

It also has a number of partnerships across the UK and Europe, including M&S, Next, QVC, and Zalando.

The brand continues to inspire people of all ages to dress with creativity and confidence and is committed to shipping to a growing customer community all over the world.