Frame names EMEA CEO as it targets fast growth in Europe

California-based denim and fashion brand Frame has named Thomas Lecoq as its new CEO for the EMEA region. 

The company said he brings over 15 years of experience to his new role, having held “key positions” at brands such as Ganni, Zimmerman, Vince, Marc Jacobs, and Giorgio Armani. 

And it hailed his “deep understanding of the industry, combined with Frame’s strategic vision, [that] perfectly positions him to drive [our] growth in the region”.

Frame currently has 15 stores in North America and only two European stores (in London) so clearly has plenty of potential in the region.

It comes as the label has just launched its second campaign featuring Gisele Bündchen, “which signified the new creative era for the brand”. 

Nicolas Dreyfus, its Global CEO, said the brand has seen “extremely positive momentum” and that “with a significant presence in department stores globally and stores in the major US cities, with more to come, the brand is perfectly positioned to embark on an exciting new chapter to expand into diverse markets across Asia and EMEA”.

Dreyfus added that its new elevated store concepts in Madison, Marylebone, and Georgetown “are testament to our innovative approach to retail. All that’s left is to activate our strategy to further solidify our market position and I really feel that we are on the cusp of something truly remarkable”. 

The company’s strategy for EMEA aims to more than double the region’s revenue to $60 million within the next three years, driven by the growth of its e-commerce platforms, physical retail locations, concessions, and wholesale. 

While Frame is best known for its denim, women’s ready-to-wear has grown fast and currently represents half of its worldwide sales, a significant increase from just 15% four years ago. The introduction of the new men’s collection and direction three years ago has also seen rapid growth in that sector, and Dreyfus said he’s “confident in our trajectory towards achieving a $100 million global revenue in the men’s division in the foreseeable future”.

Lecoq, who’ll be based at the label’s Paris office, added that he’s “honoured to be joining the Frame team and be a part of the success they have built”.