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"Kenzo transfer" is a rumor: the new official reshaped the brand image
According to *Le Figaro* magazine, LVMH's luxury group president, Bernard Arnault, has decided not to sell the Kenzo brand but instead to re-launch it under a new leadership. The publication did not reveal its sources, but it reported that Eric Marechalle will take over as the brand’s new head, succeeding James Greenfield, who served as president for only two years. Marechalle’s appointment is set to begin in early January.
Previously, Eric Marechalle worked at C&A, a well-known fashion retail chain, and later held a position at Catimini, a children’s clothing brand under the Zannier Group. According to *Figaro Weekly*, his appointment signals LVMH’s intention to revitalize Kenzo’s marketing and sales strategies.
Despite ongoing speculation about a potential sale, Arnault has chosen to keep Kenzo within the LVMH portfolio. The move is seen as an effort to boost the performance of second-tier brands like Céline, Givenchy, and Loewe, which are currently lagging behind LVMH’s top-tier labels such as Dior, Moët & Chandon, and Tag Heuer.
Kenzo was acquired by LVMH in 1993 for an estimated 150 million euros. While the brand’s overall revenue is not particularly strong, its fragrance line, including the popular *Flower by Kenzo*, remains a profitable segment. This decision reflects LVMH’s long-term strategy to nurture and enhance its diverse luxury portfolio, ensuring that even less prominent brands can find their place in the market.