Before joining Manolo Blahnik, Bougenault was Managing Director of the EMEA region and head of retail operations worldwide at the luxury lingerie brand La Perla. Previously, she was the Asia Pacific Managing Director at the luxury jewellery and watch house Boucheron in Hong Kong and held senior operations roles in Asia at Kate Spade and Marc Jacobs. In her new role at the luxury label, she is expected to deliver and execute the global commercial direction of the brand across wholesale, retail and digital channels.

This move markets Manolo Blahnik's decision to focus again on the Asian market, following the 22-year trademark dispute in China, which was settled in June 2022 in favour of the brand.

“It is my immense pleasure to appoint Elodie Bougenault to lead our global commercial strategy for the business with her proven track record and wealth of experience. Her knowledge of the Asia market will help us explore and plan the exciting new opportunities that winning our 22-year IP court case in the Supreme People's Court of China last year has opened up”, commented Kristina Blahnik, Chief Executive of Manolo Blahnik

Meanwhile, Andrew Wright, the previous Chief Commercial Officer, will focus permanently on Manolo Blahnik's plans for the Americas region, including the opening of new stores in both the East and Weast Costs of the US and exploring opportunities in Central and South America. He had taken the additional role of President of the Americas in 2019.