LIMA TO HEAD DIOR’S COUTURE DEVELOPMENT

PARIS — Willy Lima has joined Christian Dior Couture as couture development director.
In this new post, Lima is responsible for “sales development at key levels,” said Dior Couture president Sidney Toledano at Dior’s show Tuesday. He added that Lima’s sphere of influence included couture, ready-to-wear and Dior’s fine jewelry. Lima began his new job last week and is based in Dior’s New York offices.
“Willy has the eye for the product, the market and the client,” Toledano said. “He’s a fan of Dior, a fan of John [Galliano] — he’s an excellent contact.”
Dior is banking on Lima’s 12 years’ experience at Bergdorf Goodman to help expand sales to current and potential customers, especially VIPs, Toledano noted. Lima’s last position at Bergdorf’s was couture director.
He was known as the store’s wardrobe guru, built a multi-million-dollar following and worked closely with the retailer’s elite clientele. Lima left Bergdorf’s last September for a brief stint as merchandise manager and director of sales for Jeffrey New York. Before Bergdorf’s, he worked for Neiman Marcus and Charivari.

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