By  on January 8, 2014

PARIS — The new era at Loewe, which last fall recruited hot London designer J.W. Anderson as its new creative director, is taking shape.

The Spanish leather goods firm has hired Tancrède de Lalun, general merchandise manager at Printemps, to become senior vice president of merchandising, effective in February, WWD has learned.

He is to oversee product management, buying and merchandising and sit on Loewe’s executive committee, a company spokeswoman noted.

Last September, Loewe parent LVMH Moët Hennessy Louis Vuitton took a significant minority stake in J.W. Anderson and tapped him to succeed Stuart Vevers after Vevers exited Loewe to join Coach Inc. as executive creative director.

It has yet to be decided when Anderson, who launched his label in 2008, is to unveil his first designs for Loewe.

The development represents a homecoming of sorts for de Lalun, who before joining Printemps had worked in sales and merchandising at LVMH’s flagship Louis Vuitton brand. A graduate of the French Fashion Institute, or IFM, de Lalun has also worked as a buyer at Paris department store Le Bon Marché and at Yves Saint Laurent.

The recruitment of the high-profile retail executive suggests that the Madrid-based firm, until now focused largely on handbags and leather apparel, could be pursuing a more fashion-driven strategy.

It is understood Anderson will be operating out of a Paris design studio and, like de Lalun, shuttling frequently to Spain, where Loewe has leather goods facilities.

In an interview last September, Pierre-Yves Roussel, chairman and chief executive officer of LVMH Fashion Group, said he was confident Anderson could construct a compelling vision for Loewe, attracting the right talent and leading the teams to realize his ideas.

The young designer submitted a “brilliant” proposal for Loewe that was “fresh, modern and a new way of looking at the brand, while respecting the history,” Roussel told WWD at the time.

Born in Northern Ireland, Anderson studied men’s wear at the London College of Fashion, graduating in 2005, going on to work in visual merchandising at Prada under Manuela Pavesi and consulting for several brands before launching J.W. Anderson in 2008. In 2012, he did a capsule collection for Versus, Versace’s second line.

Anderson paraded his fall men’s collection Tuesday in London.

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