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"Kenzo transfer" is a rumor: the new official reshaped the brand image
According to *Le Figaro*, LVMH's chairman, Bernard Arnault, has decided not to sell the Kenzo brand but instead to re-launch it under new leadership. The magazine did not reveal its sources, but it reported that Eric Marechalle will take over as CEO of Kenzo, succeeding James Greenfield, who had led the brand for just two years. Marechalle’s appointment is set to begin in early January. Prior to joining Kenzo, he worked at C&A, a well-known clothing retailer, and later managed Catimini, a children’s fashion brand under the Zannier Group.
According to *Figaro Weekly*, Marechalle’s move into Kenzo signals LVMH’s intention to revitalize the brand’s marketing and sales strategy. Despite ongoing speculation about a potential sale, Arnault has opted to keep Kenzo within the group, hoping that second-tier brands like Céline, Givenchy, and Loewe can eventually generate more profit. However, these brands still lag behind LVMH’s top-tier labels such as Dior, Moët & Chandon, and Tag Heuer in terms of performance and market presence.
Kenzo was acquired by LVMH in 1993 for an estimated 150 million euros. While the brand’s overall revenue is not exceptional, its fragrance line, including *Flower by Kenzo*, remains profitable. This suggests that LVMH sees long-term potential in Kenzo, especially if it can be repositioned effectively in the luxury market. With Marechalle at the helm, the brand may soon see a fresh direction aimed at boosting both visibility and profitability.