The 227-year-old British brand, which was acquired in 2006 by Plainfield Asset Management and Sciens Capital, is shedding categories such as ready-to-wear and footwear and pushing its core products, including fine jewelry, silver and leather goods.
To spearhead the new direction, Asprey Chairman John Rigas has lured back former Asprey & Garrard chief executive officer Robert Procop as president and ceo of Asprey.
Procop succeeds Gianluca Brozzetti, group ceo of Asprey, who left the firm 12 months ago after six years at the helm.
Procop, who started in his role on Friday, was ceo of Asprey & Garrard from 1999 to 2000 when it was owned by Prince Jefri of Brunei, bringing the company near break even from a $160 million loss.
After the Asprey brand was spun off, he then was ceo of Garrard from March 2006 until earlier this year.
"I was driving back on Saturday afternoon from the beach, and I just saw this sign saying 'Skydiving for $95.' And I was like, I can't not sky dive for $95," says Tom Bateman about a moment in Hawaii while shooting "Snatched." #wwdeye (📷: @vsteves; Interview by @ktauer; Styled by @thealexbadia)