Bridal label Pronovias appoints Amanda McCormick as President North America
Pronovias is progressing in style on the North American market. The Spanish bridal fashion company, controlled by British investment fund BC Partners from last summer, has added Amanda McCormick Bacal to its senior management team, as President North America, starting from May.
In the past eight years, Amanda McCormick served as Vice-President Marketing of the Ralph Lauren group, responsible for the strategy of the group's categories and brands in the wholesale and direct-to-consumer channels in the USA and Latin America. Before then, from 2004, McCormick was Marketing Director at Michael Kors, in charge of defining the label's global marketing and digital strategies, and she was also in charge of the label’s e-commerce launch.
With this appointment, the company founded in 1964 by Alberto Palatchi wants to accelerate its expansion in the USA, confirming the market's strategic importance for the group. In March this year, Amandine Ohayon (formerly with L'Oréal) became CEO of Pronovias, after a transition period working alongside her predecessor Andres Tejero. A fundamental change for Pronovias’s management culture which followed the acquisition of a stake in the company by BC Partners, and emphasises the label’s ambitious expansion plans.
According to Jean-Baptiste Wautier, President of Pronovias and Managing Partner of BC Partners, Ohayon’s appointment "will accelerate the growth of Pronovias, especially in North America." Winning market share is key for the label, whose revenue has been in the region of €150 million between 2014 and 2016, if it is to meet the growth forecasts. The London-based fund’s purchase of a majority stake in Pronovia should provide an impulse for potential acquisitions.
Currently, BC Partners holds a 90% stake in Pronovias, while the remaining 10% remains in the hands of founder Alberto Palatchi and part of the management team. Pronovias is distributed via over 3,800 retailers and 45 directly owned stores in more than 90 countries.
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