09.20.21
The L’Occitane Group has appointed André J. Hoffmann as the company's new CEO. He replaces Reinold Geiger, who is stepping down after more than a quarter century in the position at the company, but will continue his role as chairman of the board and executive director. In addition to his role as CEO, Hoffmann will continue to serve as the vice chairman of the board and executive director of the France-based body, face and fragrances global retailer.
Under the new structure, Hoffmann will continue to build each brand’s identity while driving the company’s strategic planning to leverage the strengths of its core business in order to scale innovations and create large-scale new businesses. He will also be instrumental in seizing opportunities to adapt to changing customer behavior and best serve customers across multiple channels globally. This will be achieved while the company continues to embrace sustainability as the foundation for all the L’Occitane Group does.
“André was key in growing L’Occitane from a small local brand in France to a successful global company,” noted Geiger. “His wide-ranging experience in the retail and distribution of cosmetic products is unique, and his personal drive and enthusiasm will help to further accelerate the Group’s growth.”
Hoffmann was appointed as executive director of the L’Occitane Group in 2001 and then appointed as vice-chairman in 2016. Previously, he was in charge of the Group’s business in Asia-Pacific between 1995 and 2017. Between 1979 and 1986, Hoffmann worked in various sales management roles at the GA Pacific Group, a business specializing in the investment and management of retailing, wholesaling, trading, manufacturing and distribution operations, as well as the hotel and tourism trade in Asia-Pacific. Hoffmann graduated from the University of California at Berkeley in 1978 with a bachelor’s degree in economics.