New general management, expanded product range, new materials, new store locations and renovations in the United States… Baccarat is clearly undergoing a facelift, and more than ever is seeking to appeal to the younger generation. Founded by King Louis XV himself in 1754, the French crystal-maker continues its transformation with ever greater audacity and joie de vivre, its signature for 260 years.
Thefuture will be bright, as bright and limpid as crystal, its material of choice manufactured between Nancy and Strasbourg…
At least, that’s what Adam Banfield, President and CEO of Baccarat‘s North American region, predicts.
This geographic zone is currently considered a priority by the House, which is accelerating its store openings in New York and plans to arrive soon in Los Angeles.
The American homeland is home to the Baccarat Hotel, its pilot hotel project, inaugurated in 2015 a stone’s throw from Fifth Avenue, with its spectacular façade daring to tower over MoMA.
But beyond its success in this, its second-largest market, the crystal-maker is undergoing an unprecedented transformation, with new boutique concepts and a product range that dares to use new materials such as porcelain and leather.
And to steer this transformation, the French House has just announced the appointment of Laurence Nicolas as its new Director, effective from early 2025.
New director from Printemps
For its 260th anniversary, Baccarat is renewing its top management team with thecurrent General Manager of Printemps Haussmann. No stranger to the brand’s world, Laurence Nicolas has been a member of Baccarat’s Board of Directors since 2018.
Succeeding Maggie Henriquez, who spent three years working to reposition the crystal maker, she is due to take up her post in March 2025.
With over 30 years’ experience in the luxury goods industry, Laurence Nicolas headed Dior’s watch and haute joaillerie division for 17 years.
She also held leadership positions with jeweler Cartier and auction house Sotheby’s, where she was Executive Vice President of Jewelry and Watches.
This strategic and operational experience makes her the ideal candidate for the brand’s redesign.
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