Julian R. Geiger has been named president and CEO of New York-based cupcake specialty store chain Crumbs Bake Shop Inc. Geiger is replacing Jason Bauer, co-founder of the company’s operating subsidiary, Crumbs Holdings LLC, who has been president and CEO since 2003. Bauer has been appointed senior vice president of business development.

Geiger has been on Crumbs’ board of directors since May and also is chairman of the board of directors of Aeropostale Inc., a casual apparel and accessories retailer. From 1998 to 2010, he was CEO and chairman of Aeropostale.

The first Crumbs Bake Shop opened in March 2003 on Manhattan, N.Y.’s Upper West Side. The bakery, which now has 45 locations, specializes in cupcakes and offers a variety of baked goods.