Body Shop International yesterday announced a top management shake up in the face of flat profits and a share price slump, but Ms Anita Roddick, the outspoken entrepreneur who founded the "green" cosmetics group, said she was not stepping back from the business.

Ms Roddick (55), known as the "Queen of Green" for her high profile campaigns on animal rights, recycling and Third World aid, will give up her role as chief executive and become co-chairman with husband, Gordon.

French businessman, Mr Patrick Gournay, from food company Groupe Danone, will take over from Ms Roddick as chief executive in July.

Ms Roddick said although her title had changed, she would be as involved with business as ever.

"Reports of my demise are greatly exaggerated," she said in a statement.

Body Shop said the management changes were not the result of investor pressure and that the firm's major shareholders remained highly supportive of the Roddicks.

But the move marked a watershed in the company's 22-year history and demonstrated the firm's recognition of the need to adapt its management style to get sales and profits growing again. Body Shop's shares hit a three-year low of 108p sterling in March, hit by worries about sales in the US and Far East. They closed 2p higher yesterday at 123p.

Mr Gordon Roddick told journalists Anita had wanted to make the change, but she would continue to act as the face of the business to the outside world.

He said it was a classic case of entrepreneurs whose business had become too big for them to manage.

Ms Roddick said: "The restructure simply frees me up to concentrate on what I love best - giving my ideas and putting energy into social campaigns."