Bernd Beetz – who is best known for creating the buzz around celbrity fragrances during his 11-years at Coty – will be moving into the fashion world. Beetz was named chairman of St. John Knits.

Beetz has also invested in the company, which is based in Irvine, California.

He has said he was made aware of the opportunity by Fosun International, a Chinese company, which also invested in the firm. Vestar Capital Partners continues to be the majority investor in St. John.

Ralph Toledano was St. John’s former chairman. He left last year to join Puig.