Conforama France will change boss. Olivier Baraille, a former Ikea employee, will become the CEO of the brand recently taken over by Mobilux (Goal brand) on February 1. “The appointment of Olivier Baraille marks a new phase for the company, under the impetus of its shareholder Mobilux, marked by the acceleration of its commercial development,” said Conforama in a press release. Aged 54, Mr. Baraille has been President of Renault Retail Group since 2018.
Before that, this Insead graduate spent most of his career in the home equipment sector, in particular within the Swedish group Ikea. He notably chaired Ikea France from 2015 to 2017, after having held the same position for several years for Ikea Belgium. He was also marketing director of Ikea from 2005 to 2008. “The qualities of this professional known and recognized in the sector will allow the company to rise again to its place in the French equipment market. from the house “, commented Terry Leahy, chairman of the supervisory board of Conforama, quoted in the press release.
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Mr. Baraille will have to set up a “commercial development” project, articulated around “the modernization of the offer which will continue to rely on French know-how, the strength of the network of stores on the territory and the acceleration of Conforama France’s omnichannel strategy “. At the beginning of July, the South African group Steinhoff announced that it was selling its shares in the troubled Conforama France furnishing brand to Mobilux.
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