Fashion label Cacharel has named Richard Alibert as chief

executive officer, as the company confirmed that it is “repositioning” the brand with a new name, more accessible price points, and the relaunch of its ready-to-wear lines.

Following the end of its licensing deal with Italian company Aeffe SpA earlier this month, Cacharel has announced that it is bringing back its in-house design, visual communication, distribution, sales and advertising divisions as it relaunches its womenswear, menswear and childrenswear.

Starting with the autumn/winter 2013 collections, the new lines will be renamed Cacharel Paris, and each will be created in collaboration with an industrial French partner who will be responsible for the production and deliveries of the three lines.

Cacharel founder and President Jean Bousquet said: “It’s not a revolution, it’s a repositioning”, adding that "the brand has to be strong in Paris and in France - if we are not strong here, then we can’t pretend to be strong elsewhere”, which may be why the company is returning to a ‘Made in France’ strategy.

As well as bringing the design in-house, Cacharel will also be repositioned within the contemporary bracket, instead of designer. From next season it is lowering its prices by 30 to 40 percent in an attempt to increase profits, which decreased last year due to expensive pricing.

The new CEO, Alibert, who has worked with brands including Céline and Bonpoint, joined Cacharel earlier this month, and in his new role he will responsible for the four new departments – womenswear, menswear, kidswear and communication.





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