The appointment of Reeves, who was formerly chief operating officer, was confirmed by New West End chairman Ian Henderson, who said: 'I am confident Gary will be effective in his new role and an excellent champion for the West End.'
The New West End Company aims to revitalise London's West End shopping district. Its main funding comes from the retailers and property owners in Bond Street, Oxford Street and Regent Street.
Reeves joined the company in July 2002.
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