In a Thursday announcement, Levi Strauss & Co. stated that Gianluca Flore will be starting his new position as executive vice president and chief commercial officer on July 29th.

The commercial operations of the Levi’s brand across all worldwide channels, including stores, e-commerce, and wholesale, will be overseen by Flore, who will join the U.S. company’s executive leadership team and report to Michelle Gass, president and chief executive officer.

Flore spoke highly of his new position at Levi Strauss & Co., saying, “It’s an honor to join a storied company like LS&Co. at this exciting time for the Levi’s brand, which continues to be the unequivocal category leader, firmly at the center of culture.” In serving its customers and striving to make Levi’s the undisputed denim lifestyle leader worldwide, I am excited to join the tremendously skilled LS&Co. team.

Flore joins LS&Co. from Burberry, where he was chief commercial officer since 2021, bringing with him more than 20 years of worldwide business experience in the luxury fashion and leisure industry. He was responsible for a network of approximately 400 stores spread over five areas. He has extensive experience in managing the brand’s retail footprint expansion and productivity, as well as improving distribution and positioning across wholesale, throughout his tenures as president for the Americas and global retail excellence at the company.

While at the helm of Kering, a luxury goods conglomerate, Flore oversaw Brioni as CEO and helped propel Bottega Veneta to new heights.

Michelle Gass was overjoyed to have Gianluca join LS&Co. She praised his background in the fashion business and his history of successful expansion at well-known labels. She emphasized that he is the ideal leader to lead the organization into its next phase of creating value for stakeholders because of his experience promoting market relevance and customer-centric operational excellence.

With layoffs and severance packages among the long-term cost-cutting measures used by the denim maker, Levi Strauss’s most recent financial update revealed an 8 percent drop in first-quarter revenue to $1.6 billion and a precipitous fall in net profit.