Graziano de Boni

Confirming a report on on Monday, Graziano de Boni has been tapped to run Coach’s new division.

NEW YORK — Graziano de Boni, Prada USA’s president and chief executive officer, is exiting the Italian firm to join the newly formed Reed Krakoff brand as president.

This story first appeared in the September 15, 2009 issue of WWD. Subscribe Today.

Confirming a report on on Monday, de Boni has been tapped to run Coach’s new division.

De Boni comes to Krakoff with much brand-building experience. Prior to joining Prada in July 2008, he made his mark at Valentino, where he served as president of worldwide sales, marketing and retail, in addition to president and chief executive officer of Valentino USA. He assumed that title in 2002, shortly after Marzotto SpA acquired the brand (which it has since sold to Permira).

During his time at Valentino, he was credited with building sales in America from $24 million in 2002 to $67 million in 2006. Previously, de Boni was president and ceo of Marzotto USA. Earlier in his career, he was with Hugo Boss, then a division of Marzotto, for six years, rising to executive vice president. Before that, he served as head of finance at Marzotto in the U.S.

De Boni was unavailable for comment.

His departure at Prada once again vacates a job that had been open for two years prior to de Boni’s arrival. At Prada, the Italian native succeeded Constance Darrow. Prada officials couldn’t be reached for comment on de Boni’s successor.

“His experience and insight into building luxury brands will be invaluable,” Krakoff said. “I look forward to partnering with him as we move forward.”

Lew Frankfort, Coach Inc.’s chairman and ceo, added, “Graziano’s expertise and outstanding track record in the luxury fashion business make him a strong addition to the team and a natural leader for Reed Krakoff.”

Krakoff, the creative force behind Coach, is hoping to build the next great American fashion house under his own name. It is scheduled to launch with ready-to-wear and a slew of accessories, including handbags, shoes, jewelry and eyewear, as well as freestanding stores, for fall 2010, and will be unveiled to retailers and editors in February. The new division is funded entirely by Coach Inc.


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