U.S. performance apparel brand Rhone announced on Wednesday the appointment of Matthew Wallace to the role of chief operating officer.

In his new role, Wallace will oversee the Connecticut-based firm’s finance, people, supply chain and operational functions, as well as the technology functions, “driving efficiency, innovation, and sustainable growth” as it looks to expand its reach, according to a press release.

An industry veteran with some 30 years of experience leading operations and business development, Wallace joins Rhone from fashion technology start-up, DXM Inc., where he served as CEO and co-founder. Prior to that, he held senior leadership roles at Walmart, PVH Corp., and Cerberus Capital.

“We’re thrilled to welcome Matthew to Rhone,” said Nate Checketts, CEO and co-founder of Rhone.

“His extensive operational experience and people-first leadership approach align deeply with our mission to inspire progress in all its forms. Matthew’s expertise will help position Rhone for long-term, meaningful growth as we continue to build a global community around performance and purpose.”

Founded in 2014 by brothers Nate and Ben Checketts, Rhone is forecast to operate 20 retail stores across the U.S. by end of 2025.

“I’ve long admired Rhone, not only for the quality and integrity of its products but for the way it champions Mental Fitness, community, and progress,” said Wallace.

“I’m excited to join this exceptional team and help shape the next chapter of Rhone’s growth.”

Earlier this year, Rhone appointed two-time NBA Champion and two-time Olympic Gold Medalist Jrue Holiday as its newest brand ambassador.