By  on April 21, 2008

LONDON — Jo Malone has tapped Dominic De Vetta to be its global general manager, a newly created position, based here. De Vetta is to officially take the post in August.

"The center of gravity for the brand is in London, and we needed someone there who has an understanding of luxury, the cosmetics world, gifting and home," said Maureen Case, president of specialty brands worldwide for the Estée Lauder Cos., which includes Jo Malone, La Mer and Bobbi Brown. "Dominic has tremendous experience in the luxury world, and by good luck he happens to be British — which is an irresistible combination."

De Vetta, who was previously senior vice president of U.S. wholesale for Chanel's fashion division, also has headed up Chanel's fragrance and cosmetics business in the U.K., Canada, Mexico and South America, and held posts at Procter & Gamble and L'Oréal.

Case said Jo Malone, a quintessentially British fragrance, treatment and home-scent brand, has sales on a skyward trajectory, growing by percentages in the mid-20s globally.

"The brand is still in the very early stages of development," Case said, adding that the U.K. represents about 40 percent of the brand's revenues. "We expect to continue that growth uninterrupted."

Industry sources estimate that Jo Malone generates sales of approximately $150 million at retail.

Expansion plans are in place for Hong Kong and Japan. Jo Malone freestanding stores were recently inaugurated in Paris and Milan, plus another is scheduled to be opened in Istanbul in May.

"We see the soul of the brand as being in freestanding stores or shops-in-shops," said Case. "It's a lifestyle brand." 

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