Guettat’s appointment marks the next chapter for Bluebell, with a focus on operational excellence, accelerated growth, and building a resilient, future-ready foundation.

Laurent de Rougemont, Chairman of the Board, said the Board was impressed by the clarity and strategic discipline Guettat brought during his interim tenure.

“His commitment to operational excellence and delivering value for our stakeholders makes him the definitive choice to lead the Group forward. We now move ahead with a reinforced leadership structure and a clear goal: to ensure Bluebell remains a high-performance home to the world’s most iconic brands,” de Rougemont added.

Commenting on his appointment, Guettat said, “I am honoured to lead Bluebell Group into this next phase. Our industry is evolving, and Bluebell is evolving with it. We are focused on optimising every part of our business to deliver greater value to our brand partners and stakeholders while continuing to invest in our core strengths across Asia.”

In parallel, the Group has strengthened its focus on people and culture with the appointment of Ivan Zenovic as chief people and communications officer (CPCO). Reporting directly to the group CEO, Zenovic will oversee the modernisation of talent processes and the standardisation of retail excellence across all markets.

The Group’s executive committee will continue to oversee operations across key regional markets, comprising the following:

• Philippe Guettat, group president & CEO
• Pierre Buet, group CFO
• Ivan Zenovic, group CPCO
• Jacky Leung, group CIDO
• Emmanuel de Place, president & CEO for Japan & Korea
• Jenny Lai, president & CEO for Mainland China & Hong Kong
• Nelly Ngadiman, managing director for South East Asia & Australia
• Ingrid Chang, managing director for Taiwan

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