Dive Brief:

• Ascena Retail Group Inc. has named Brian Lynch, former president of Ann Inc., president and CEO of its Justice brand.

• Lynch was at Ann Inc. for a decade, serving as Ann Taylor president for two years, until 2014. He also held executive positions at Gap. Inc., Learningsmith Inc., and The Walt Disney Co.

• He replaces Michael Rayden who helmed the company’s Limited Too brand for tween girls conceived of the Justice brand as filling a niche for young kids that wasn’t being filled. Rayden retired in January. 

Dive Insight:

Michael Rayden had a winner in Justice, a fashion retailer that catered to girls who were bigger than toddlers but not ready for the tween and teen wear found elsewhere. But the brand has struggled a bit lately, as have other mall-focused retailers. Rayden’s attempt to replicate the idea for boys, its Brothers brand, has been shut down.

But the niche likely still has a good raison d’être, outfitting girls who are beyond toddlerhood but not even quite into their tweens. It’s now up to Lynch to figure that out.