Olivier Moingeon is coming home.
The former managing director of Goyard America quietly started his new role as global president of Bastide last week, WWD has learned.
Moingeon will report to Frédéric Fekkai, the hairstylist and salon owner who in 2015 acquired the Aix-en-Provence-based company while waiting for a non-compete clause from his namesake line to end. Fekkai is in the midst of modernizing the brand and reworking the product assortment to include, bath, body, skin-care and home fragrance products, all harkening back to the “terroir and artisans of Provence.” Moingeon, who will be based in New York, is also from the region.
Moingeon is charged with scaling the brand and expanding retail distribution, first by helping to open a global flagship in Aix-en-Provence, and then the second stand-alone door in New York. He is also tasked with focusing on opening wholesale accounts with what Fekkai described as “the most prestigious in the world.”
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“Olivier has great experience in luxury goods. I always think [bringing on someone from outside the beauty industry] brings fresh ideas,” said Fekkai. “We love that he has great experience opening retail stores, wholesale doors and the fact that he has a great sense of aesthetics and craftsmanship.”
Prior to his role with Goyard, where he oversaw development and operations of the brand in the Americas, including the U.S., Mexico and Brazil, Moingeon served in senior roles at Cartier North America, working in the retail and wholesale divisions.
Bastide is currently sold in the U.S. and France on Bastide.com. Fekkai told WWD earlier this year that the store “is not L’Occitane, but it’s more like Jo Malone of Provence, the premium brands.” The brand is exploring expanding retail to Paris as well. Hair care is on the docket for 2020, after Fekkai’s noncompete is up. Fekkai gave no sales projections to WWD, but industry sources estimated that the line could generate as much as $100 million after three years.