De Beers Delays ‘Supplier of Choice’ After European Commission Launches Investigation

De Beers is delaying its planned reinvention because of a European Commission investigation into the company. De Beers' new strategy, dubbed "Supplier of Choice," was scheduled to start this month. There was widespread speculation that the launch would be accompanied by the dropping of sightholders and information about the new "Forevermark" co-brand. However, the European Commission, which was already investigating De Beers' retail venture with LVMH, last month began an investigation into the new strategy, to determine whether it will violate E.C. antitrust rules. De Beers spokesman Andrew Lamont says De Beers wants to hear the E.C.'s reaction to the LVMH venture before it goes ahead. The E.C. is due to report its finding August 28. In a letter mailed to De Beers sightholders, the E.C. said it "has to investigate whether the 'Supplier of Choice' agreements … present any restrictio
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