PARIS — LVMH Moët Hennessy Louis Vuitton is creating a new structure called LVMH Fragrance Brands — comprising Givenchy, Kenzo, Pucci and Fendi — within its perfumes and cosmetics division. The aim is to regroup the sales forces of those brands while maintaining each one’s individual creative, marketing and communications activities.

This story first appeared in the May 4, 2010 issue of WWD. Subscribe Today.

“Historically, [LVMH has] only had monobrand sales forces, and we haven’t had any structure that would be multibrand that would allow us to launch new brands from scratch,” said Alain Lorenzo, the president of LVMH Fragrance Brands, who reports to Toni Belloni, LVMH group managing director, in the post. Lorenzo is also president of Parfums Givenchy.

In the past, some of the fragrance brands created by LVMH-owned brands, such as Marc Jacobs (launched by Parfums Givenchy) and Christian Lacroix (introduced by Parfums Christian Dior), ended up being outsourced to other firms.

With LVMH Fragrance Brands, Givenchy, Kenzo, Pucci and Fendi’s fragrance brands’ creative platforms are to remain separate and independent from one another.

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New general managers — reporting to Lorenzo — have been named. Thierry Maman signed on to Givenchy, Isabelle Gex to Fendi Pucci and Patricia Derrey to Kenzo.

Parfums Christian Dior and Guerlain, meanwhile, maintain their own sales teams.

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