Ulla Johnson's direct-to-consumer business domestically is a top priority for new CEO Thibaut Perrin-Faivre, along with international expansion.
, chairwoman, founder and creative director. In tandem with Johnson, he will lead and implement the company’s global strategy in its next phase of development with a focus on operations and retail. He starts Monday.. He joined the company’s beauty division in its London headquarters, before moving to the Americas region where he led the transformation of its wholesale business. He then moved to the retail division in 2020. In 2021, he was named president of Burberry Americas.
He said international expansion is one of the priorities, but he wouldn’t say it’s the first. “The first priority is local growth. I think there’s still a lot of potential in America,” he said. He said Johnson has a healthy direct-to-consumer business, “so I would prioritize direct to consumer.” Right now, there are three freestanding stores in Los Angeles, New York City and Amagansett, N.Y.
Perrin-Faivre said Johnson has a global presence in wholesale. “She has a very good distribution in wholesale — very tight, where it matters — and you can find the right customer to bring brand awareness . . . I wouldn’t expand, I would keep what we have today, and make the most of it,” he said.A significant priority is to preserve the culture of the company. “Ulla and her team have a very modern way of doing business.
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