Van Cleef & Arpels will expand selectively in the United States, its recently appointed CEO for the Americas, Alain Bernard, tells JCK.
Bernard was appointed recently after heading Van Cleef in Japan.
“We don’t want to expand at the cost of our identity,” he says. “We want to grow selectively.”
“We are taking over a maison in a fantastic position and great health,” he says. “The mission is to keep on with the beautiful story we have. In the U.S., I see a lot of opportunities. We already have a lot of projects in the pipeline.”
The main project is a planned renovation of the company’s Fifth Avenue flagship, which will be completed by November, Bernard says.
“The point is to express our identity,” he says. “For us, identity prevails over strategy.”