Former Footballers' Wives star Gary Lucy is heading to Albert Square to play a charismatic City banker.
The Essex-born actor, who has also starred in Dream Team and The Bill, will play Danny Pennant in EastEnders.
Show insiders said the character "oozes sex appeal" and is heading for trouble in the BBC One soap.
Gary, who made his breakthrough playing Luke Morgan in Channel 4's Hollyoaks for three years, will make his Walford debut in September.
He has also appeared in Dancing On Ice.