Hoffman’s appointment marks a new chapter in L’Occitane Group’s transformation as it moves from a mono-brand company to a multi-national group

L’Occitane Group, manufacturer and retailer of beauty and wellbeing products, has appointed André J. Hoffman as CEO, effective 16 September. He takes over from Reinold Geiger who has stepped down from the position, but will continue to serve as Chairman of the Board and Executive Director.

In addition to his new role as CEO, Hoffman will continue to serve as Vice Chairman of the Board and Executive Director.

Geiger, who has led the company for more than 25 years, has decided to take a step back from L’Occitane Group to focus on other commitments.

Commenting on Hoffman’s appointment, Geiger said: “I would like to congratulate André on his appointment. André was key in growing L’Occitane from a small local brand in France to a successful global company. We know each other very well and I have total confidence in André. 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.”

Hoffman (pictured) and Geiger have been working side by side for 26 years

Under the new company structure, Hoffman will drive strategic planning, leverage the strength of its core business and scale up innovation, while maintaining the identity of each brand in the portfolio and fulfilling the company’s sustainable commitments.

Hoffman was appointed Executive Director of L’Occitane Group in 2001 and promoted to Vice Chairman in 2016. Between 1995 to 2017, he led the Asia Pacific business, transforming the region into a powerful growth driver. Before his time at L’Occitane, Hoffman worked in various sales and management roles at GA Pacific Group between 1979 to 1986. GA Pacific Group specialises in retail management and investment, wholesale, manufacturing, distribution and hospitality in the Asia Pacific region.

Geiger added, “The announcement is the natural evolution of the company’s needs as it transforms from a mono-brand company with a multi-local presence to a true multinational, multi-brand group.

“It is a key step to strengthen our governance structure and position ourselves for a sustainable future rooted in our new mission to empower entrepreneurs and communities to cultivate natural beauty and well-being and to regenerate nature.”

*In July The Moodie Davitt Report launched a new regular eNewsletter that offers a curated selection of stories focused on the theme of sustainability in travel retail and beyond, in association with L’Occitane. As with all Moodie Davitt Report media, Sustainability Curated is free of charge. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.