An experienced business leader who has worked at some of the biggest companies in the market of apparel basics is now the chief executive officer of supplier Citadel Brands.

Michael R. Hoffman has become CEO of the South Carolina-based apparel company, which executives described as the master U.S. distribution partner of Scotland, U.K.-headquartered blank apparel provider AWDis Brands (asi/45222).

Michael R. Hoffman, Citadel Brands

Hoffman has worked in the apparel space for more than 30 years. He’s held senior leadership roles at heavyweights in the sector that include Gildan (asi/56842) and Fruit of the Loom (asi/84257). Executives said Hoffman’s track record of driving growth and innovation, building high-performing teams, and “elevating brand experiences for customers” makes him the ideal leader for Citadel.

“We are delighted to welcome Mike to the Citadel Brands family,” said Jawad Jumani, founder and president. “His deep industry experience, leadership skills and passion for building exceptional brands make him the ideal leader for Citadel Brands’ future.”

Going forward, Hoffman’s focus will be on developing and executing strategies to drive Citadel Brands’ success. He’s charged with building the firm’s brand portfolio, enhancing customer experience, driving innovation and expanding Citadel’s global presence.

“I am thrilled to join Citadel Brands,” Hoffman said. “The company has a rich history of creating exceptional products that resonate with customers, and I’m excited to lead the next phase of growth and success.”

Citadel Brands specializes in fleece casual wear and polyester sportswear; brands include Just Hoods and Just Cool. Its distribution partners are Top 40 suppliers alphabroder (asi/34063) and Staton Corporate & Casual (asi/89380), as well Carolina Made (asi/43993), One Stop (asi/75085), Sun Apparel (asi/90074) and Atlantic Coast Cotton (asi/37355).