Pentland Brands plc has announced the appointment of Daniel Morris as Managing Director of Boxfresh (, the London based streetwear brand acquired by Pentland in 2005.

Prior to joining Boxfresh, Daniel Morris has been CEO at Golddigga and Managing Director of Mexx for the UK & Ireland. Prior to that he was a Director of WDT for 9 years, working on the Firetrap brand.

Andy Rubin, CEO of Pentland Brands, commented: “We are delighted that Daniel has joined us to lead our Boxfresh business. He brings with him a wealth of wholesale and retail experience. We are seeing good signs of growth at Boxfresh following the launch of Spring/Summer 2008. This brand has so much potential and Daniel will help us unlock it.”

Pentland Brands also announced the promotion of Paul Spencer to the position of sales director for Boxfresh.