Aline Bourzeix appointed Head of newly centralised team as Physical Commercial Director of Aubade Lingerie.
The new structure, under CEO Claire Masson, follows a consumer-centric and omnichannel-focused approach for the brand’s brick-and-mortar retail strategy.
Guided by a more customer-centric, omnichannel-oriented vision, the Maison reaffirms its commitment to what matters most: its clients — and at the heart of this approach, its trusted retail partners. To increase efficiency and streamline operations, the Retail, Space Management and Wholesale divisions have been merged into a unified French Commercial Team, which will now oversee the entire physical retail network.
The entire organisation will now report to Aline Bourzeix, who is expanding her responsibilities to take on the role of Physical Commercial Director leading the unified team. With this new structure, Aubade is committing to a more agile, collaborative, and high-performing organization, capable of making fast, market-driven decisions.
France will now be divided into nine regions, each managed by a dedicated Sales Manager. These managers serve as experts in their respective areas and coordinate all sales formats, from boutiques and multi-brand stores to shop-in-shop locations.
