Trollbeads U.S. Names New CEO



Trollbeads United States has named Michael J. Belleveau, the former president and chief executive officer of Baccarat, its new CEO, it announced Aug. 25.

For eight years, Belleveau headed Baccarat, the famed tableware and jewelry manufacturer. He has also held sales and management posts with Cartier, Victorinox/Swiss Army, and Bulgari. He will officially start at Trollbeads’ Princeton, N.J.–based headquarters on Sept. 19.

“Michael is an extraordinarily talented luxury goods executive, with a very well-regarded track record,” said Peter Aagaard, chairman of Trollbeads U.S., in a statement. “He brings an important perspective to our business and will be a great asset to the company.

For years, Trollbeads had been distributed in the United States by Lund Trading until its parent company took over distribution in January, sparking a heated legal battle.

Trollbeads are currently sold in 1,000 retail stores, as well as 10 Trollbeads concept stores, in the United States.