All change in Kering management reshuffle
Kering CEO François-Henri Pinault has parted ways with Gucci CEO Marco Bizzarri. It is a move he feared making and held off doing for months. The towering Italian was much more than Gucci’s boss. He had a say about strategic decisions at Kering and major hires. Pinault did not want Bizzarri to go. He needed him. But as evidence gathered that the new organization Bizzarri had put in place at Gucci was not working and he was losing key staff, he had to go. Investors too wanted him out.
And yet, the timing of management reshuffle looks odd. It’s a first in the history of fashion: a CEO gets the boot just two months before the designer he chose, in this case Sabato De Sarno ex-Valentino, is due to present his first collection. Kering is publishing half-year results on Thursday. The group clearly wanted to announce the reorganization before discussing its results, which are expected to underperform its nearest rivals, especially LVMH. Bizzarri and Kering may also have spent several weeks negotiating the cost of his exit, which is likely to be high. No figure has been announced yet. This is a point on which investors should grill Pinault since journalists are not allowed to ask questions during the Q&A time. It is likely that Bizzarri’s departure was announced on Tuesday because a deal between him and Kering was finally agreed and the sooner investors were told, the better.
This week, Bloomberg News reported that activist fund Bluebell Capital Partners had a taken a major stake in Kering and had recently met with some of the group’s senior management. The report said Bluebell was seeking improvements at Gucci as well as organizational changes and a potential tie-up with Richemont. There has been speculation about such a deal for many years. Last May, Richemont Chairman Johann Rupert confirmed he had rebuffed a merger deal with Kering, a move which Miss Tweed was first to report. “For the record, we said no,” Rupert told reporters in a conference call after the group’s annual results.
Last year, Bluebell tried to obtain change at Richemont and appoint to its board Francesco Trapani, Bulgari’s former boss and ex-head of the LVMH watches and jewelry division. Trapani was to act as a representative of Richemont’s shareholders. Instead, Richemont appointed another person chosen by Rupert and defeated every attempt by Bluebell to force the group to sell its fashion division and merge with Kering. Kering has declined to comment on the Bloomberg report. It is not clear if Kering’s management reshuffle was made under pressure by Bluebell. The Pinault family controls Kering through a 40.9 percent stake and have 59.3 percent of voting rights. Why would Pinault even listen to them? You can only suspect that Bluebell may have found some kind of Kompromat at Kering and may be trying to use that to force change. They are known for using such tactics. Bluebell has not returned calls from Miss Tweed.
RESHUFFLE
The management changes announced on Tuesday are the biggest in years. They also offer insight into the group’s governance issues. But first who’s doing what now?
Francesca Bellettini, CEO of Saint Laurent, is promoted to the role of deputy CEO in charge of all of the group’s fashion and jewelry brands. She becomes the group’s de facto operational CEO, replacing Bizzarri who was fulfilling that role unofficially, industry sources said. In 2012, Bizzarri joined Kering’s executive board and in 2014, a few months before he was named CEO of Gucci, he became CEO of Kering's newly-created couture and leather goods division, directly supervising most luxury brands. That structure eventually disappeared but Bizzarri continued to influence many of the group’s decisions.
Jean-Marc Duplaix, Chief Financial Officer since 2012, will become deputy CEO alongside Bellettini. He will take over most of the functions previously held by Group Managing Director Jean-François Palus who is leaving his position to become CEO ad interim of Gucci. Duplaix will now oversee finance, supply chain, logistics, IT, legal affairs and Kering’s regional corporate heads.
The creation of this new layer of top management confirms what industry insiders have been saying for years: Pinault is not really running the group and appears to need help to do so.
The 61-year-old executive may still be the group’s CEO but he has fewer responsibilities than Bellettini. He will look after Kering Eyewear and the newly created Kering Beauty, duties that were also under the remit of Palus. Pinault will also be responsible for Kering’s sustainability policies, human resources, communication and audits.
Another telling detail about Pinault’s lack of direct involvement is the fact that he finds time to hammer out a deal to invest in U.S. talent agency CAA, which industry experts suspect may have been spurred by his wife, actress Salma Hayek Pinault one of the many celebrities the agency represents. This is a potential distraction for Pinault. Bloomberg News reported earlier this month that Pinault’s Artemis investment company was in talks to buy a majority stake in a deal that could value the company at $7 billion. Artémis has declined to comment.
Some investors would like to see Pinault improving Kering’s governance further. If the group adopted best practices, it would make Bellettini CEO and Pinault would take the role of non-executive chairman. Duplaix could become the group’s managing director. What role will play Palus, Pinault’s close and long-standing associate, once he’s done sorting out Gucci, is not evident. What is certain is that a new finance director will be appointed and that person will likely come from within the group, a source close to Kering said. One possible candidate is Mélanie Flouquet, who was luxury goods analyst at JP Morgan and has been Kering’s strategy director for two years based in Milan.
QUEEN BELLETTINI
Bizzarri backed Bellettini’s ascent at Kering. When Bizzarri was CEO of Bottega Veneta between 2009 and 2014, Bellettini was chief merchandising officer and head of communications. Previously, she worked for Gucci as assistant chief merchandising officer.
Bellettini, now 53, started her career as an investment banker. She is known for mastering both finance and business and having a fine sense of what’s “in” and what’s “out” and what products will sell well. Bizzarri suggested she should be named CEO of Saint Laurent. With hindsight, that was one of Pinault’s best decisions. Today, Saint Laurent is Kering’s strongest growing brand. For more than a decade, Bizzarri effectively ran Kering. Now Bellettini has taken his place. A classic case of the protégée becoming the queen, industry insiders say.
Palus also looked after Brioni and jewelry brands Boucheron and Pomellato. These brands will now come under Bellettini’s remit. To best fulfil his new role as CEO of Gucci, Palus will move to Milan, learn Italian, and relinquish his position on the board of directors of Kering. It’s not the first time Palus steps in to sort out a brand. In 2012, he took over the leadership of Puma to help revamp the company following the departure of CEO Jochen Zeitz. Industry analysts noted back then that it took too long for Kering to intervene and sort out Puma. Kering started investing in Puma in 2007. Eventually, in 2018, it spun it off by selling its majority stake to shareholders and giving them an exceptional dividend in the form of Puma shares. Artémis still holds a minority stake in the sportswear brand.
As to who will replace Bellettini as CEO of Saint Laurent, some Kering insiders suggest it could be Federico Arrigoni, the brand’s chief commercial officer and president for Asia Pacific. He has been Bellettini’s trusted right hand and has worked eight years by her side. Previously, he worked for Gucci, mostly in HR functions.
One name often cited by the investment community as the ideal new CEO for Gucci is Roberto Eggs, Moncler’s chief strategy and global markets officer. He is also a member of the executive board of Stone Island, an outdoor brand Moncler acquired last year and which ironically is now run by Robert Triefus, Gucci’s former marketing maestro.
Eggs, who previously worked at Louis Vuitton, has been enjoying a stellar rise at Moncler. The 58-year-old executive is a great communicator and excels at promoting Moncler’s achievement. Investors actually hear from him more often than CEO Remo Ruffini himself. Eggs did not reply to Miss Tweed’s request for comment.
Kering also announced this week that Maureen Chiquet, who was Chanel’s former global CEO for nine years, would join the board in September as an independent director. After being sacked in 2016 by the Wertheimers, Chanel owners, Chiquet wrote a book about women leadership. She is currently chairman of sneaker brand Golden Goose, sits on the board of duvet jacket brand Canada Goose and works as a senior advisor for private equity firm Permira. Chiquet, who was often in conflict with the late Karl Lagerfeld at Chanel, played a key role in helping the company expand its beauty business. She may provide valuable insight to Kering in that field.
GUCCI
So what’s going to happen at Gucci once Bizzarri leaves in September? As Miss Tweed reported last week, internal sources at Gucci say the team does not yet understand where the brand is going.
“Some people are skeptical about Sabato’s vision. What they have seen so far is quite plain without any strong storytelling behind,” one of the sources said. “The only thing they hear is brand elevation, but what does that mean, they don’t know exactly,” said the source summarizing views among Gucci’s creative teams.
Of course, coming after the maximalist Alessandro Michele with geek chic looks, baroque taste and cultural references, proposing a new creative vision is no easy job. Everything will look plain after Michele. Also, Sabato’s supporters will argue that he still has time – though not that much – and he should be given a chance nevertheless.
However, Sabato is not the only issue at Gucci investors should worry about. They may want to grill Kering management about the brand’s leadership put in place by Bizzarri. He has delegated much power to Susan Chokachi, a Gucci veteran who used to lead the brand in the United States and now looks after image and marketing. There is also Maria Cristina Lomanto, who was at Prada’s Miu Miu and is in charge of merchandising and retail.
Chokachi is a blonde American, based in Malibu, California. She is married to actor David Chokachi, who played in the film series Baywatch. Critics say she has an American sensibility which is markedly different from the Italian sensibility infused into the brand under Michele. Some insiders argue she is introducing too bland a vision in the rush to move on from the flamboyant, baroque Michele era. She was behind this year’s flat series of advertising with photos of celebrities holding one of Gucci’s traditional handbags such as the Jackie, the Horsebit or the Bamboo. “These advertising campaigns with celebrities offer no original vision,” one former Gucci employee said. “It’s not good for the brand’s desirability.”
Another problem Gucci insiders cite is that the top echelons of Gucci’s marketing and communications team is either American or French, but not from the country where the brand’s creative and cultural roots lie. Gucci’s global communications director is Frenchman Benjamin Cercio, who joined in November last year from Louis Vuitton where he was international celebrities director. This month, Susan hired Cédric Murac, another Frenchman. He’s in charge of Gucci’s global brand image and content studio. Murac joins from Calvin Klein and spent many years in the beauty industry working for major groups such as The Estée Lauder Companies. How will Murac collaborate with Riccardo Zanola, the independent art director Sabato brought with him? The London-based agency MA+Group that represents him confirmed Zanola had joined Gucci with the title of artistic director working closely with De Sarno. Staff at Gucci fear there could be friction between Murac and Zanola.
People need to get along to create magic and desirability. They cannot thrive without a clear roadmap and positive feedback. Gucci generated more than 70 per cent of Kering’s operating profits in the five years to 2022, analysts estimate. When Palus takes over in September, he will no doubt review the brand’s top management and may get rid of some people Bizzarri hired. No brand the size of Gucci has seen more turnover among its top echelons in the past three years. The Italian label holds a record in that domain and unfortunately, more change is afoot. Kering’s top management should have been worried about this a little earlier. When too many people leave, there’s often a reason behind it.