Simms, former director of The Art & Antiques Fair Olympia and more recently, co-founder of art market communications agency Golden Squared, will begin the role full-time in June.
The move follows the departure after three months of Patricia Stevenson, ex-publishing director of Tatler magazine, from the role.
LAPADA chairman Lord de Mauley said: "With a wealth of experience in the art, antiques and heritage sector, Freya is ideally placed to build upon the work of the association and the support it offers members."
For more on the story see the latest Antiques Trade Gazette print edition this week or click here for the digital version.
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