SMCP appoints Isabelle Guichot as CEO as Daniel Lalonde steps down

Lauretta Roberts
02 August 2021

SMCP Group, parent of Sandro, Maje and Claudie Pierlot, has appointed Isabelle Guichot as its new CEO as Daniel Lalonde announces he is moving on to pursue "new professional opportunities outside the group".

Guichot joined the premium French fashion group – which also owns Fursac – as CEO of Maje in September 2017. Prior to that she had spent nine years as CEO of Kering-owned luxury brand Balenciaga.

Prior to Balenciaga, Guichot had been CEO at Sergio Rossi and before that she held a number of senior roles at Richemont Group, such as CEO of Van Cleef & Arpels and Lancel, having started her career at Cartier, where she spent 13 years in different management positions. 

Her appointment is effective immediately and Lalonde will remain with the group until October 2021 for a transition period. A search for a new CEO at Maje is underway.

SMCP is present in 41 countries with a network of over 1,600 stores globally and a strong digital presence in all its key markets. Evelyne Chétrite and Judith Milgrom founded Sandro and Maje in Paris, in 1984 and 1998 respectively, and continue to provide creative direction for the brands. Claudie Pierlot and Fursac were respectively acquired by SMCP in 2009 and 2019. 

The business is listed on the Euronext stock market in Paris and China's Ruyi Group owns more than 50% of its shares.

Isabelle Guichot

Isabelle Guichot

Yafu Qiu, Chairman of the Board, stated: “On behalf of the Board, I would like to thank Daniel for his considerable achievements in developing SMCP and its amazing brands across the globe, over the last eight years. SMCP has become under his leadership a global leader in the accessible luxury segment.

"I am confident that Isabelle is the right person with the right experience to take the head of the Group. All of SMCP’s teams have gone above and beyond in their work, especially over the past months, and we are convinced we have the right strategic plan to navigate these challenging times and that we are ideally positioned to come out of the crisis stronger than ever.” 

Evelyne Chétrite, Judith Milgrom and Ilan Chétrite, deputy General Managers of SMCP and Founders and respective Artistic Directors of Sandro women, Maje and Sandro men, said: “We would like to thank Daniel for these wonderful eight years. Together, we wrote numerous chapters of SMCP’s history, including the international expansion of our amazing brands, the Group’s successful IPO and the arrival of a new brand in the SMCP family. We wish Daniel all the best in this new adventure. We are happy to appoint a talent of the Group to replace him and look forward to continue to work closely with Isabelle to pursue SMCP’s strategy and to spread Parisian chic across the world.” 

Guichot added: “I would like to thank the Board for the confidence it has placed in me to lead the Group and confront new challenges with the support of all SMCP’s teams. As we have done under Daniel’s leadership, together with the Executive Committee, we will be aiming at delivering our strategic roadmap while addressing the current challenges of our industry to strengthen our leadership in the affordable luxury and fulfilling our client’s expectation in a world becoming every day more global, digital, and responsible. We have amazing brands and experienced, motivated and focused teams to reach our ambition.” 

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