Steve Birkhold will be the new chief executive of the U.S. subsidiary of Devanlay S.A., the holder of the global manufacturing and distribution license for Lacoste apparel, effective Jan. 4. He succeeds Robert Siegel, president and CEO. Birkhold has been the CEO of Diesel USA since October 2007. He will report to Christan Rondelet, the executive vice president for distribution for Devanlay.