PARIS — Looking to change gears, contemporary Parisian label Zadig & Voltaire has appointed luxury veteran Jean-Jacques Guével as general manager. The brand plans to speed up its international expansion, especially in the U.S. and China, and to double sales over the next three to five years, according to a statement from the house.

Prior to joining the company, Guével held the role of international director of Céline for eight years. Before that, the executive worked at LVMH Moët Hennessy Louis Vuitton’s fashion division as well as at brands including S.T. Dupont and Louis Vuitton.

“Zadig & Voltaire has managed to establish itself as a real ‘maison,’ and not just a brand of the moment,” said Guével, citing the brand’s “accomplished product offering,” with core expertise in knits and cashmere, and consistency of style “that reads chic, rock, Parisian, androgynous and effortless.”

“Throughout its existence, the brand has always stayed true to this narrative,” he said. “This is where its strength lies: a unique positioning between the luxury fashion houses and the more accessible labels.”

Entering a new phase, the 20-year-old label staged its first fashion show in New York in February, where it launched its see-now-buy-now concept. Zadig & Voltaire in 2016 posted sales of around 350 million euros, or $387.4 million at average exchange rate for the period, and counts about 320 stores worldwide, including 13 in the U.S.

The brand plans to open a flagship on Paris’ storied Rue Cambon in June, followed by a store on Broome Street in New York. The label is also making significant investments in its e-commerce activity, according to the statement.

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