LANGE (USA) NAMES BAUM AS PRESIDENT
NEW YORK — Deborah Baum has been named president of Rena Lange (USA) Inc., succeeding Peter Gunthert, who remains chief executive officer of the Munich-based ready-to-wear firm.
Baum had been executive vice president. Gunthert pointed out that since Baum joined the firm in 1993, U.S. volume has grown from $1 million to $10 million. Last year, the first two Rena Lange in-store shops in the U.S. opened, one at Bergdorf Goodman here and the other at Razook’s in Greenwich, Conn.
At the parent M. Lange & Co., Gunthert’s son, Daniel, has been named chief operating officer, and Wolfgang Freuer has been given the title of managing director of sales and marketing. Both positions are new and reflect the company’s expansion. Daniel Gunthert had been working in production, while Freuer responsibilities remain unchanged. They report to Peter Gunthert.
The company also said it has signed its first licensing agreement, with Falber Confezioni of Milan, to produce a line of jeanswear called RL Rena Lange Jeans. It is for European and North American distribution and will debut for spring 1998.
Prior to joining Rena Lange, Baum was vice president of sales and marketing for Nicole Farhi and sales manager at Donna Karan.
The Rena Lange collection is designed by Gunthert’s wife, Renate. The line is distributed through some 200 specialty stores in 19 countries and at 17 wholly owned or franchised signature stores.
Rena Lange posted sales of $50 million last year, split about equally between wholesaling, including sales to the franchised stores, and retail operations.