Reed had worked with DFS Group Ltd. and held many managerial positions, including president of DFS's Hawai'i division and chairman of the Japan division. Most recently, Reed served as chief executive officer of Britesmile Inc. in Walnut Creek, Calif.

In his new position, Reed will oversee the expansion of Hilo Hattie's Kona Coffee Visitor Center on the Big Island and the move of Hilo Hattie's flagship store on Nimitz Highway to the Royal Hawaiian Shopping Center in Waikiki. He also will oversee day-to-day operations at Hilo Hattie's.