PARIS — Gucci Group on Wednesday named Jean-Christophe Bédos the new chief executive officer of Boucheron, effective May 1. This confirms a report in WWD March 25.

Bédos, a 15-year veteran of Cartier and its parent, Compagnie Financiere Richemont, will succeed Brian Blake, an executive vice president at Gucci Group. Part of Domenico De Sole’s original turnaround team at Gucci, Blake is among the senior executives following De Sole and designer Tom Ford out the door later this month.

Bédos, 39, is currently managing director of Cartier France, where he is responsible for seven of Richemont’s luxury brands, including Cartier, Baume & Mercier and Piaget. His successor at Cartier has yet to be named.

At Boucheron, Bédos will be faced with turning around a jewelry, watch and fragrance house that has been struggling, and recently rumored to be on the selling block, which Gucci Group and its parent, Pinault-Printemps-Redoute, have repeatedly denied.

Earlier this year, Gucci Group scuttled an ambitious expansion plan for Boucheron, opening a Bottega Veneta flagship in New York in a Fifth Avenue space originally earmarked for the famed jewelry brand. Year-old shops in Honolulu and Milan were also shuttered, leaving a total of 25 locations as of Jan. 31.

Bédos becomes the fourth chief executive at Boucheron since it was acquired by Gucci Group in May 2000 as part of an acquisition spree. During his one-year tenure, Blake focused on Boucheron’s key markets — France, the U.K. and Japan — and the product range.

Recent efforts have concentrated on enlarging Boucheron’s offerings with more accessible price points, including a line of licensed eyewear, and a new fragrance, Trouble.

— Miles Socha

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