The conglomerate with businesses spanning retail, entertainment and dining has appointed An Young-hun to the role of chief executive officer for its fashion arm, E-Land Retail, The Korea Herald reports.

An joined E-Land Retail in 2007 and currently serves as the arm’s chief human resources officer. He led the company’s overseas business in markets like China and Europe, helping boost its namesake womenswear label’s annual sales to 400 billion won ($348.8 million) in mainland China. An’s appointment signals E-Land’s desire to appeal more to South Korea’s younger shoppers, including through the digitisation of its sales channels, an official told the publication.

E-Land Retail owns several brands including fast fashion player Spao and has a franchise agreement with New Balance.

Further Reading: Uniqlo Faces Homegrown Rivals in South Korea