NEW YORK — Deb Maxwell, who was senior vice president of women’s at GFT’s Armani Collezioni division, has been tapped to expand the German label Strenesse into the U.S. market as its newly appointed president and chief executive officer of Strenesse USA.
The company is launching the U.S. division with a new showroom here in September.
Maxwell worked at the licensed Armani Collezioni company for five years until Giorgio Armani announced in May that the company was taking the Collezioni line back in-house and parting ways with GFT.
Maxwell also held previous positions as vice president of sales and marketing for Badgley Mischka and jobs at Marzotto and Neiman Marcus. Grace Roque, another former Armani executive, was named national sales manager for Strenesse USA.
“Strenesse is an untapped opportunity in the North American market,” Maxwell said in the statement. “It [has] strong representation in Europe and is very progressive from a fashion standpoint.”
She will be responsible for overseeing the expansion of the brand in the U.S., including its designer label, Strenesse Gabriele Strehle, as well as Strenesse Blue and Strenesse Jeans collections.

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