L'Occitane Names André Hoffmann CEO

CEO André Hoffmann (left) succeeding Reinold Geiger.
CEO André Hoffmann (left) succeeding Reinold Geiger.

L'Occitane has named André Hoffmann as its new CEO, succeeding Reinold Geiger who will continue to be the chairman of the board and executive director, effective immediately.

Geiger has spent more than 25 years at L'Occitane but has decided to step down as CEO to "focus on his other commitments."

Hoffmann and Geiger have been business partners for 26 years.

Hoffman was appointed as executive director at L'Occitane in 2001 and then became vice-chairman in 2016.

Hoffmann will drive the group’s strategic planning to leverage the strengths of its core business in order to scale innovations and create large-scale new businesses, while continuing to build each brand’s identity.

He will also focus on adapting to changing customer behavior across multiple channels globally, while continuing to embrace sustainability. 

Geiger said: "Today's announcement is the natural evolution of  the company’s needs as it transforms from a mono-brand company with a multi-local presence to a  true multinational, multi-brand group. It is a key step to strengthen our governance structure and  position ourselves for a sustainable future rooted in our new mission to empower entrepreneurs and  communities to cultivate natural beauty and well-being and to regenerate nature. I would like to congratulate André on his appointment. André was key in  growing L'occitane  from a small local brand in France to a successful global company. We know each other very well and I have total confidence in André. His wide-ranging experience in the retail and distribution of cosmetic products is unique and his personal drive and enthusiasm will help to  further accelerate the group’s growth."


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