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Tiffany & Co. appoints former Barneys CEO as Chief Brand Officer

Tom Shearsmith
21 November 2019

Former Barneys New York Chief Executive Daniella Vitale has been appointed Chief Brand Officer of jeweller Tiffany & Co.

According to a statement from the company, she will join the New York-based company on 1 December as Executive Vice President and Chief Brand Officer. Her role is newly created in the business, and will see her oversee both merchandising and marketing worldwide.

In a statement, Tiffany & Co. Chief Executive Alessandro Bogliolo said: "Daniella is a brand leader who has been successful in leveraging her strong product sensibility and appreciation for data and analytics to evolve a business."

Vitale's appointment comes during a potentially pivotal time for Tiffany & Co., which confirmed it had received a $14.5 billion takeover offer from LVMH in October.

Tiffany & Co. currently has more than 300 stores globally, with a strong presence in China that makes it attractive to a buyers from companies like LVMH.

Barneys, the iconic New York-based department store, filed for Chapter 11 bankruptcy protection in August citing crippling rents in Manhattan and the migration of consumers to online stores, as two contributing factors to its woes.

It was subsequently sold to Authentic Brands Group (ABG) in a $271.4 million deal. ABG, which owns Nine West, Herve Leger and Juicy Couture, is planning to keep some of its stores but transform the Barneys name into a brand that will be sold in former rival department store Saks Fifth Avenue in the US and Canada, as well as in other locations globally, in particular Asia.

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