LONDON — Marie Leblanc de Reynies has been named chief executive officer of Victoria Beckham Limited with immediate effect.
She succeeds Paolo Riva, who left the company in July for personal reasons after 10 months on the job. Ralph Toledano, who had been serving as acting ceo, will continue in his role as chairman.
This is the second major promotion for Leblanc de Reynies since July. Over the summer, she took on the new role of managing director of brand and product. She had previously been product director at VBL.
Leblanc de Reynies joined the company in May 2018, having previously headed women’s fashion and brand positioning for Printemps in Paris. She has also worked in design and collection development at Isabel Marant and Celine, respectively, and at Sonia Rykiel.
The company said she will be in close touch with Toledano, the board and the executive team “to drive and implement the growth strategy for the business.”
“On behalf of the board, including our founder Victoria, we are pleased to announce the appointment of Marie Leblanc de Reynies as the new ceo of Victoria Beckham,” said Toledano.
“The board has been impressed by Marie’s strong commitment, strategic vision and sense of leadership since she joined the business 18 months ago, and we look forward to her leading the brand to the next stage with her dedicated and passionate approach. The board wishes her all the best in her new duties.”
Earlier this month Toledano said the company was searching for Riva’s successor and that all of its strategies were on track.
“We have the same plan and we’re focused on that,” said Toledano, adding the company was “extremely excited” about the launch of Victoria Beckham Beauty earlier this month.
The beauty line is a direct-to-consumer brand that is available at Beckham’s London store on Dover Street, and via the brand’s web site. “It’s a natural move and she’s personally passionate about it. Going direct-to-consumer was exactly the right strategy for this,” Toledano said.