SMCP reached within its ranks for a new chief for its De Fursac division.
Paris-based SMCP also owns the Sandro, Maje and Claudie Pierlot brands. It finalized its acquisition of De Fursac in September.
Effective Nov. 19, Elina Kousourna will take over the reins of the accessibly priced luxury men’s label from Edmond Cohen, who will become president of the brand’s supervisory board. Alix Le Naour will continue as artistic director.
Succeeding Kousourna as chief strategy and development director of SMCP will be Flavien d’Audiffret, currently SMCP’s digital and innovation director. He will continue to oversee the company’s digital operations.
Daniel Lalonde, SMCP’s chief executive officer, said Kousourna and d’Audiffret are both very talented people who have significantly contributed to SMCP’s development. These two appointments fit perfectly with our company culture, deeply rooted in our entrepreneurial spirit, which fosters the internal mobility and the development of our talents. I am also delighted that Edmond will remain with us and continue to play a key role in the development of the De Fursac brand. On behalf of all of SMCP’s teams, we would like to wish them every success in their new roles”.”
Kousourna, 35, spent the past four years overseeing SMCP’s strategy and development. She played a central role in the group’s initial public offering in 2017 and contributed to accelerating the pace of SMCP’s international expansion. She was also a key figure in the De Fursac acquisition, the company said. Before joining SMCP, she was a principal at the Boston Consulting Group where she worked for almost seven years in the consumer and retail practice. She began her career working for L’Oréal in Greece.
D’Audiffret, 43, has been SMCP’s chief digital and innovation officer for nearly five years. In less than four years, he has helped the company’s digital sales penetration to increase from 3 percent to nearly 15 percent and helped devise and execute the group’s omnichannel strategy. Before joining SMCP, Flavien worked for three years at Amazon, he also spent seven years at Coca-Cola Enterprises and started his career as a consultant, notably with Bain & Co.
SMCP made a deal to buy De Fursac in June from Edmond Cohen for an undisclosed amount. In 2018, the brand had sales of 41.4 million euros. At the time of the purchase, SMCP said it planned to grow De Fursac, which is known for its modern, tailored silhouettes, to over the 100 million-euro mark in the near term by expanding the label abroad, leaning on the group’s e-commerce expertise and adding new categories — notably shoes and accessories, as well as more casual looks.