Byline: Jennifer Weil

PARIS — Serge Brunschwig, 40, has been named president and chief executive officer of Sephora Europe.
He succeeds Daniel Richard, who held the post at the LVMH Moet Hennessy Louis Vuitton-owned beauty retailer for the past four years and has become an adviser to Pierre Letzelter, president of the firm’s selective distribution group, charged with working on the development of LVMH’s new retail concepts. It is a newly created post.
“Mr. Richard did excellent creative work with Sephora,” said Letzelter, reached by WWD in San Francisco Thursday. “He really took up the original founder Dominique Mandonnaud’s concept [for Sephora] and sustained, animated and enriched it. He is an extremely creative man, always plugged into the times.”
Richard has been a guiding force in building Sephora from a 54-store, primarily France-based chain when LVMH bought it in 1997 to a 456-door global giant today. He has also masterminded some untraditional Sephora retail concepts, most recently a “white store,” catering to well-being, here.
Brunschwig, Letzelter said, will be focusing heavily on Sephora strategy. This is particularly true in Italy, where some of the recently acquired domestic chains have not yet been integrated under the Sephora name.
Brunschwig is no rookie at LVMH. He had been managing director of Sephora Europe since October. Starting in 1999, he was president of the LVMH fashion group for Asia-Pacific and prior to that, general manager for Southeast Asia for Louis Vuitton for four years. He has also had experience at Schlumberger Industries, McKinsey and Smurfit Socar.
Before joining Sephora in 1997, Richard was president and ceo of Trois Suisse France for seven years.