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.
Lucy, 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.
WATCH: Top 20 Greatest Soap Moments Of The Last 20 Years
20. Coronation Street 1997: Sally slaps Natalie for revenge on her affair
19. Brookside 1994: Beth and Margaret's lesbian kiss
18. EastEnders 1998: Tiffany is run over and killed
17. Coronation Street 1996: Raquel leaves the Street
16. Emmerdale 2011: Aaron helps Jackson end his life
12. EastEnders 2005: Den is murdered by Chrissie
15. Coronation Street 2006: Mike Baldwin dies
14. EastEnders 2009: Sonia gives birth not knowing she's pregnant
13. Emmerdale 2003: Chris poisons himself and then proceeds to frame Charity
11. Hollyoaks 2008: Niall's explosive revenge on the McQueen family
10. EastEnders 2007: Stacy and Max's affair is revealed
9. Emmerdale 1997: Kim lets Frank die
8. Coronation Street 2003: Tricky Dickie drives the Platts into the canal
7. EastEnders 2009: Danielle dies in Ronnie's arms
6. Brookside 1995: The body under the patio is dug
5. Emmerdale 1993: The plane crash
4. Coronation Street 1998: Deirdre is sent down
3. EastEnders 2001: Kat tells Zoe she's her mum
2. Coronation Street 2010: The tram crash
1. EastEnders 1994: Sharongate