Bally is rapidly building up its store network, and turning up the volume on communications with the appointment of its first chief marketing officer.

Chief executive officer Frédéric de Narp told WWD the brand plans to open 15 stores over the next 12 months, with a concentration on America and Japan.

The first, a 6,631-square-foot store, will open in Los Angeles in February, with a launch party planned for May. A second will open in Ginza, Tokyo, in April. That store will span 8,640 square feet.

De Narp said the past 24 months have been all about crafting the prototype of the new Bally and making key hires. This year, he said, will be about the second chapter of the brand’s development under its latest owners, JAB Holdings, whose portfolio also includes Jimmy Choo and Belstaff.

“After having created the new platform for one of the oldest brands, it’s now time to roll out the whole story. We have so much to tell the world. It’s an exciting moment,” said de Narp.

He added that the chief marketing officer’s position is a new one. William “Billy” Daley has been appointed to the role and will report directly to de Narp. He began work this week.

“Billy’s appointment is a big step forward for Bally because he brings with him a wealth of skills and experience in luxury brand-building and global communications” de Narp said. “His sophistication and depth of knowledge about the luxury market and how to move the needle in all aspects of brand marketing and communications are a huge asset, and the latest step in the turnaround we began 24 months ago.”

Daley was most recently at Marc Jacobs International, where he held the position of senior vice president of global communications. Prior to that, he was at Bottega Veneta, where he held a variety of roles, finishing his tenure there as worldwide communications director. Prior to Bottega, Daley was vice president of global communications at Michael Kors.

He has held key positions at KCD Inc., Dolce & Gabbana, Gap and Isaac Mizrahi, where he began his career.

“Given its long, rich heritage and unique positioning, Bally has enormous potential for the future,” Daley said.

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