Aubade Strengthens Its Retail Network in France

This new structure, under the leadership of CEO Claire Masson, reflects a consumer-centric and omnichannel approach that sits at the core of the brand’s retail strategy.
Driven by a stronger focus on the customer experience, the Maison reaffirms its commitment to what matters most: its customers and, at the heart of this approach, its trusted retail partners. To improve efficiency and streamline operations, the Retail, Space Management, and Wholesale divisions have been merged into a single French commercial team, now overseeing the entire physical retail network.
The organization now reports directly to Aline Bourzeix, whose responsibilities have expanded with her appointment as Commercial Director leading this unified team. Through this new setup, Aubade aims to build a more agile, collaborative, and high-performing organization, capable of making fast, market-driven decisions.
France is now structured into nine regions, each managed by a dedicated sales manager. Acting as local experts in their respective territories, these managers coordinate all retail formats, from standalone boutiques and multi-brand stores to shop-in-shop locations.