Devanlay (Lacoste) North America names Francis Pierrel as CEO

By

Olivier Guyot

Published
Jan 4, 2013

After the Lacoste takeover by Maus Frères in November, Lacoste licenser for the United States, Devanlay is undergoing change within its top management. The company has seen the departure of CEO Steve Birkhold, only to be replaced by Francis Pierrel, who was previously CEO of Lacoste France. The reshuffle only goes to highlight the importance of the United States for the Franco-Swiss brand.

Francis Pierrel previously spent 8 years at Diesel USA as Director of Wholesale and E-commerce before he left for France to take up the role of CEO at Lacoste in March. The new CEO for France has yet to be named but Devanlay have confirmed that they are actively looking for a replacement.

Steve Birkhold has left Devanlay to become CEO of Bebe, an American group predominantly present in North America, but with stores in the Middle East, Mexico, South-East Asia, Russia and Turkey. He took up the position as head of Devanlay USA after a stint as CEO for Diesel and after sometime at VF Corp in the Denim division where he started in 1997.