Round is a former marketing director of Superdrug, interim brand director at Kwik Save and ex-managing director of Woolworths General Store. He joined MFI earlier this month, where he reports to Mark Horgan, executive director of MFI UK.
Round's arrival follows buoyant half-year results for the retail group announced last week. Profits for the MFI chain were up 12% to £31.4m, contributing to a rise in group profits of £13m to £59.3m.
The turnaround of MFI, which has shrugged off its dowdy image by introducing exclusive premium brands and revamping its marketing strategy, will trigger a doubling of the chain's high-street stores to about 50 over the next few years.
MFI spends about £16.5m on advertising through Publicis. It recently introduced a celebrity-led TV ad strategy, using the tagline 'Make it Yours'. The firm's competitors include IKEA and Courts.
"MFI is a company that is genuinely putting consumer understanding at the heart of its business strategy, and its growth prospects are significant," said Steve Gotham, an analyst at Verdict Research.