SMCP appoints new leaders for Fursac and Claudie Pierlot
During the half-year results presentation, Guichot confirmed that Claudie Pierlot and Fursac, which together posted first-half sales of €75 million, have each welcomed a new general director.
Since the beginning of the year, Fursac — the menswear label that has gained renewed momentum in recent seasons under designer Gauthier Borsarello — has been led by Louise Bousquet Andreani.
Bousquet Andreani has a background in luxury marketing and previously served as executive director of New Business, an advertising agency founded in 1978 by her father, Eric Bousquet. The agency joined the Heroiks Group in 2023.
She is also active as a business angel and co-founded Leia Capital, a 100% female-led investment group.
Fursac, acquired by SMCP in 2019, currently operates 78 branded retail locations and has been featured on the official calendar of Paris Men's Fashion Week in both 2023 and 2024.
Claudie Pierlot, acquired by the group in 2009 and still heavily reliant on the French market, underwent a rebranding test in 2023 under the leadership of Stéphane Ledru, including experimenting with a shortened brand name, 'Claudie.'
Since June, the brand — which has scaled back its retail network to fewer than 200 stores — has been headed by Anne Cottin. Cottin previously led Tara Jarmon and Sephora, and joined Sandro in 2019, most recently serving as sales director for France and Europe.
Both Bousquet Andreani and Cottin have joined SMCP's Executive Committee. 'These are changes that have yet to bear fruit,' said Guichot. 'But these are two directors bringing strong strategic visions to help elevate the brands to a normative level of profitability.'
Guichot, who has recently reinforced the company's leadership in the Asian and American markets, has made financial and operational discipline a defining focus since taking over as CEO of the group.
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