Joëlle Pellegrin, the former CEO of La Perla Europe, was appointed in December 2015 to transform Vanity Fair Brands Europe, whose main market is France, generating nearly 60% of its revenue, into a benchmark European and international player.
To fulfil this ambitious project, Joëlle has been leading the brand in repositioning the group’s brands – LOU, Vanity Fair, Bestform and Variance – which now have their own identities built on their original signature styles.
She has also hired her own aides-de-camp to grow the business. Former La Perla CFO for the French and Spanish business Miguel Santoro was appointed CFO of VFB, while Pierre Garnier is the new international business director.
Also joining the company in 2015 was Carol Johnson, who has previously worked as a sales executive for the Body Cover Group, Ultimo, Triumph and Gossard. She is the new country manager for the UK and Ireland.
More recently, Carmen de la Rosa, the former retail director for La Perla (UK and DACH), joined VFB in August to drive the group into the retail sector.
VFB plans to open its first own-brand stores in London, St Tropez and Paris this year, with the aim of growing its business revenue by 50%.
Under Joëlle’s leadership, VFB also plans to open stores in other major European cities, such as Milan, Geneva and Zurich.
VFB was making around EUR50mn (£43mn) last year and the group is targeting EUR80mn by 2020, according to figures revealed to Lingerie Insight.
Company: Vanity Fair Brands Europe
Address: 4-6, rue Cesselin, 75011, Paris
Tel: +33 1 44 93 44 58
Focus: Lingerie and swimwear manufacturing and retail
Photo credit: Maud Bernos
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