Artsana UK welcomes Mitch Levene, replacing David Welsh in the role.
Levene most recently headed up Avent UK and prior to that was VP of sales for Leapfrog, working on the nursery brand. His CV also includes a period in senior management at Coca-Cola.
He said: "I am extremely excited having been approached for this opportunity. Chicco is already firmly established in the UK and still has tremendous potential to go further.
"I am looking forward to working with the team and customers to stimulate growth for the future."
Roberto Marelli, Artsana Group European Director added: "We’re delighted to have Mitch on board and we are looking forward to introducing him to our colleagues and customers within the industry.
"We look forward to your continued support growing the mutual business."