MILAN — Cerruti 1881 has appointed Laurent Grosgogeat as its new general manager with the goal to develop the brand internationally and revitalize its image.

Richard Cohen, chief executive officer of Cerruti 1881 and Trinity Ltd., underscored Grosgogeat’s “extensive experience of brand development in luxury. His retail approach and strong knowledge of luxury brands are keys to the success of Cerruti.”

The luxury men’s brand will rely on Grosgogeat’s expertise in selective distribution, developed over more than 20 years at companies including Louis Vuitton Malletier; Cartier, where he was general manager in South Korea and Italy; Chanel, where he was senior vice president of jewelry and watches for the U.S. and Pacific, and at Estée Lauder Companies Inc. within the Global Retail Channel Division in New York. Grosgogeat highlighted Cerruti’s “unique heritage.”

The first collection designed by the French house’s new chief creative officer, Jason Basmajian, bowed in Paris in January. The brand will mark its 50th anniversary next year.

Cerruti was founded in Biella, Italy, in 1881 by the Cerruti brothers. Nino Cerruti took up the helm in the Fifties, and in 1967 founded Cerruti 1881. The brand is now owned by Trinity Ltd.

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