Mike Logue is set to leave struggling chain Mothercare after his role was made redundant in a management restructure.
The UK MD moved to Mothercare from Asda in late 2011, and is due to leave in the next couple of weeks, Retail Week reports.
Chief exec Simon Calver, focused on turning the brand around, is now likely to hire a commercial director.
Earlier this month, Mothercare said its three-year transformation plan was on track.
A statement read: "Our continued progress with improving value, choice and service for our customers is evident in better prices, new and innovative product and better staff engagement with customers.