More change is afoot at BCBG Max Azria Group LLC with the confirmed departure of creative director Lubov Azria from the firm.
The Vernon, Calif.-based fashion house filed for Chapter 11 bankruptcy protection this month and recently received court approval to proceed with a plan to shutter underperforming stores as it attempts to right-size the business and focus on licensing deals, the wholesale business and digital.
Azria, the wife of company founder Max Azria, had served as chief creative officer of the BCBG Max Azria and Hervé Leger brands. Max Azria’s daughter, Joyce, had been serving as creative director for the BCBGeneration brand up until last August when she parted ways to start her own contemporary brand Avec Les Filles, which launched at Macy’s.
Lubov and Max Azria had owned 100 percent of BCBG up until early 2015 when the company underwent a restructuring that provided a $135 million capital infusion from Guggenheim Partners and its affiliates. The Azrias, in exchange, gave up an 80 percent stake in the business and also signed off on certain non-compete agreements that are effective through Jan. 3, 2022. Max Azria stepped down as chief executive officer last August.
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Bernd Kroeber succeeds Lubov Azria as executive vice president and creative director. Kroeber had previously served as vice president of design for the BCBGeneration brand and has also served as design director at Elie Tahari and Strenesse. Kroeber, in his new role, now heads up design for all three of the company’s brands with the first collections designed under his leadership expected for spring 2018.
Kroeber’s promotion also came with the appointment of Annette Schatz to president of global wholesale and distributors. She had previously served as executive vice president of BCBGeneration and wholesale. Greg Adams was named to the position of vice president of marketing. Kroeber, Schatz and Adams report to the company’s interim ceo Marty Staff.
“With the strength of our leadership team and concentrated focus on areas of desired growth, I am excited by BCBG’s prospects going forward,” Staff said in a statement.