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Nicole Farhi boss to exit as brand prepares upmarket relaunch

Nicole Farhi chief executive Martin Mason is to leave after less than a year in the job, Drapers understands.

Mason joined the premium brand in April 2014 to lead a turnaround of the business, which was bought out of administration in 2013 by Matalan heiress Maxine Hargreaves-Adams.

He was previously chief executive of Lulu Guinness. It is not yet known if he has found a position elsewhere.

Hargreaves-Adams said Mason was still employed, but declined to comment further. Mason could not be reached for comment.

In a separate development, Fourmarketing has been appointed as sales agency for Nicole Farhi in Europe, the Middle East and Russia, tasked with relaunching the brand.

Nicole Farhi is going back to its “luxury casualwear” roots for autumn 15 and has hired a new creative team after the departure of creative director Jo Sykes last July.

Nicole Farhi was previously owned by London-based private equity firm Kelso Place Asset Management, which attempted to reposition it in the middle market.

Gino Da’Prato, founding partner and director of sales and marketing at Fourmarketing, said: “Nicole Farhi has been such a strong brand, but it went off track about 10 years ago with a push towards mainline fashion, which wasn’t where it had its greatest success. We’ve taken it back to its roots of luxury casualwear, but within the same price architecture.”

Knitwear will wholesale from £48 to £150, outerwear from £120 to £200 and shirts from £50 to £65. It will target high-end indies and retailers.

Nicole Farhi has two stores in London and concessions in Harvey Nichols and House of Fraser.

Readers' comments (1)

  • wrong people running it who don't know the fashion business, at least four marketing have the knowledge in their field , shame as it goes to show sometimes you need experience people who know this market to be involved and not from a value chain empire..

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