MILAN — Kering-controlled porcelain company Richard Ginori has named Alain Prost as its new chief executive officer on Tuesday.

Counting former experience at La Perla, Groupe Chantelle and L’Oréal, Prost will now report directly to Kering Group’s chief operating officer Mehdi Benabadji, who covered the role of chairman and ceo on an interim basis after Giovanni Giunchedi exited the company in May.

As reported, Giunchedi leaving the firm was a “fully consensual and natural end” after the executive reached milestones in relaunching the brand during his four-year tenure.

In his new role, Prost will be tasked with consolidating the high-end positioning of the brand and further develop its retail presence locally and in international markets.

Richard Ginori was acquired by Gucci in 2013 at an auction with an offer of 13 million euros. In 2016, the firm, which dates back to 1735, passed under the “other brands” division of Kering.

The company saw more changes following Alessandro Michele’s arrival at Gucci as creative director in January 2015. Michele, who had joined Gucci’s design team in 2002, was also named creative director of Richard Ginori in September 2014. Last year, Gucci revealed the launch of a Décor line, including porcelain items manufactured by Richard Ginori.

Kering has raised the positioning of the brand after years of medium-term strategies aimed at the mass market, primarily with tableware. For example, the luxury group is emphasizing its work with Giò Ponti, who was artistic director of Richard Ginori from 1923 to 1927 and collaborated with the brand until 1930.

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