Frame names EMEA CEO as it targets fast growth in Europe

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He has been with the company for more than 15 years and has had “key positions” at prestigious labels like Ganni, Zimmerman, Vince, Marc Jacobs, and Giorgio Armani, according to the statement.

His “deep understanding of the industry, combined with Frame’s strategic vision, [that] perfectly positions him to drive [our] growth in the region,” the article said.

Frame definitely has a lot of potential in the region, as there are only two outlets in Europe (in London) compared to fifteen in North America.

It arrived at the same time that the label’s second ad campaign starring Gisele Bündchen, “which signified the new creative era for the brand,” was unveiled.

According to Nicolas Dreyfus, the company’s global CEO, the brand has been experiencing “extremely positive momentum” and is ready to enter new markets in Asia and the Middle East. The company already has a strong presence in department stores around the world and in major US cities, and there will be even more stores opening soon.

A testament to their unique approach to retail, Dreyfus said, are their new elevated store ideas in Georgetown, Marylebone, and Madison. I honestly believe that we are on the verge of doing something absolutely extraordinary; all that remains is to implement our plan to further strengthen our position in the market.

With the expansion of its e-commerce platforms, brick-and-mortar stores, concessions, and wholesale, the company plans to quadruple its EMEA sales to $60 million in the next three years.

Although Frame is mostly recognized for its denim, the women’s ready-to-wear line has had rapid growth, accounting for half of its global sales as of now. This is a considerable improvement from 15% four years ago. Dreyfus expressed his confidence in the company’s ability to reach $100 million in global revenue for the men’s division “in the foreseeable future,” referring to the fast growth experienced by the men’s sector since the new collection and direction were introduced three years ago.

“It is an honor to be joining the Frame team and be a part of the success they have built,” Lecoq said, adding that he will be based out of the label’s Paris office.


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Ethan Sullivan

Ethan's penchant for the pulse of the fashion world extends to covering lifestyle topics, offering readers a seamless blend of the latest style updates and lifestyle trends.

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