PARIS — Gérard Darel has a new president, WWD has learned.

This story first appeared in the August 30, 2013 issue of WWD.  Subscribe Today.

Sandrine Lilienfeld joins the French fashion firm from the management helm of Naf Naf and succeeds Marianne Romestain, who is leaving to pursue a new career. Lilienfeld starts today.

A graduate of French business school ESSEC, Lilienfeld started her career at Galeries Lafayette as a lingerie and ready-to-wear buyer. She went on to work for fast-fashion chains Etam and Kookaï, involved in everything from supply chain management to purchasing and quality control.

According to Darel, Lilienfeld is to continue working on the strategy initiated by Romestain, hinged on retail and international growth, online sales and leather goods development for Darel. The company also markets the Pablo brand, targeted at young, working women.

Lilienfeld said the company’s identity and positioning in the “affordable luxury” segment offers “a real potential in France and worldwide.”

Known for its celebrity pitchwomen over the years, including Charlotte Gainsbourg, Robin Wright and Mamie Gummer, Darel recently feted the 10th anniversary of its hit 24 Heures handbag.

Now owned by private equity firm Advent International, Darel counts 81 directly owned stores in 40 countries as well as 180 department store concessions, in addition to its wholesale business.