FRAME names new EMEA CEO as it targets double-digit growth in the region

FRAME has named Thomas Lecoq as its new EMEA CEO as the California fashion brand targets double-digit revenue growth in the region over the next three years.

Lecoq brings 15 years of experience at big-name brands, such as Ganni, Zimmerman, Vince, Marc Jacobs, and Giorgio Armani, to the role. 

His appointment comes shortly after the brand revealed its latest campaign featuring supermodel Gisele Bundchen (main image), which marked a new creative era, and four months after it unveiled a new elevated store concept in London's Marylebone district. This is the brand's second London store with the first having been opened on Draycott Avenue in Chelsea in March 2022.

FRAME Marylebone

Established in Los Angeles in 2012 by Erik Torstensson and Jens Grede, FRAME began as a minimalist denim brand but has since expanded into ready to wear encompassing tailoring, cashmere, luxury leather and more.

Global CEO Nicolas Dreyfus said the brand was now "perfectly positioned to embark on an exciting new chapter to expand into diverse markets across Asia and EMEA", having established positive momentum via its product and marketing strategies. He also cited strong potential for growth in menswear and said its new retail concepts, which have also been opened on Madison in New York and in Georgetown, Washington DC, were "testament to our innovative approach to retail".

"All that's left is to activate our strategy to further solidify our market position and I really feel that we are on the cusp of something truly remarkable," said Dreyfus.

"Our strategy for the EMEA region aims to more than double our revenue to $60 million within the next three years, driven by the growth of our e-commerce platforms, physical retail locations, concessions, and wholesale. The women's Ready-to-Wear line now represents half of our worldwide sales, a significant increase from just 15% four years prior. The introduction of our new men's collection and direction three years ago has seen rapid growth in that sector, and I am confident in our trajectory towards achieving a $100 million global revenue in the men's division in the foreseeable future."

Thomas LeCoq

LeCoq, who will be based at the brand's Paris office, said: “I am honoured to be joining the FRAME team and be a part of the success they have built. I look forward to developing the brand’s vast potential and to growing our business further.”