Core Viewpoint - Oriflame has appointed Robert Bensoussan as the new chairman to lead the company through a critical transformation phase after years of declining performance [1][5]. Group 1: Leadership Change - Robert Bensoussan has been appointed as chairman of Oriflame Holding AG and Oriflame Investment Holding AG, succeeding Alexander af Jochnick, who remains on the board [1]. - Alexander af Jochnick, a member of the founding family, expressed optimism about Bensoussan's leadership during this pivotal time for the company [1][5]. - The leadership change is seen as a crucial step in Oriflame's self-rescue and transformation efforts [1]. Group 2: Robert Bensoussan's Background - Bensoussan has over 20 years of experience in the luxury and beauty sectors, having previously served as CEO of Jimmy Choo, where he led significant international expansion [2][4]. - He successfully sold Feelunique.com to Sephora for £132 million (approximately RMB 1.24 billion), showcasing his ability to drive brand growth and transformation [5][4]. - His expertise in brand repositioning and operational growth aligns with Oriflame's current needs for performance improvement and brand rejuvenation [5]. Group 3: Financial Performance - Oriflame's sales for 2024 are projected at €604.2 million (approximately RMB 4.98 billion), reflecting a 20% decline year-on-year [6]. - For the first three quarters of 2025, the company reported sales of €33.34 million (approximately RMB 0.27 billion), down 7% from the previous year, with adjusted EBITDA dropping 98% to €0.03 million (approximately RMB 0.25 million) [6][9]. - The third quarter of 2025 saw sales of €10.38 million (approximately RMB 0.84 billion), a 4% decline, with significant losses in adjusted operating profit and net profit [6][7]. Group 4: Regional Performance - Sales in Latin America, Europe, and Asia have been declining, with the most significant drop in Asia, where sales fell from €58.5 million (approximately RMB 0.48 billion) in Q3 2021 to €26.46 million (approximately RMB 0.22 billion) in Q3 2025 [11][12]. - However, Turkey and Africa showed resilience, with a 9% increase in sales in Q3 2025, driven by new employee recruitment and productivity improvements [11][12]. Group 5: Strategic Initiatives - Oriflame is implementing a capital restructuring plan to reduce approximately €550 million (approximately RMB 4.5 billion) in debt and improve its balance sheet [14]. - The company is transitioning to a lighter asset model by closing its Polish manufacturing facility and partnering with high-end European manufacturers [14][15]. - Oriflame is also embracing digital transformation through initiatives like the "Health and Beauty Community Model" and partnerships with technology firms to enhance marketing and operational capabilities [13][15].
50亿级美妆公司换帅
3 6 Ke·2025-11-10 10:24