Balmain appoints Matthieu Petri as group CCO

By

Dominique Muret

Translated by
Nicola Mira

Published
Jan 12, 2021

Balmain has made another change in its senior management team. Following the appointment of Tancrède de Lalun as merchandising director last December, the Parisian luxury label has named Matthieu Petri group CCO.
 

Petri, a Frenchman, has just joined Balmain, where he replaces Fabio Aiola. He reports directly to Jean-Jacques Guevel, who has been at the helm of Balmain for twelve months. Petri’s mission is “to define and implement a commercial policy designed to optimize the results of [the label’s] various distribution networks, while respecting the brand image for all the Balmain lines in the wholesale and retail channels worldwide,” as Balmain stated in a press release.
 
A graduate of Paris’s ESSEC Business School, Petri had been in charge for three years of the European retail organisation of Chaumet, the French high-end jeweller owned by LVMH. A sales and strategy specialist, Petri has notably worked at LVMH as senior project manager and senior vice president – strategy. He was formerly project leader at Boston Consulting Group and has worked in marketing at Bouygues Telecom.

Balmain was acquired in 2016 by the Mayhoola investment fund, belonging to the Qatari royal family. Since 2011, the label’s style has been in the hands of Creative Director Olivier Rousteing.