French fashion brand A.P.C. and private equity firm L Catterton have appointed Pierre-Arnaud Grenade as president, aiming to drive growth and sustainability initiatives. Grenade previously led Ba&sh, where he expanded revenues sevenfold during his tenure, showcasing his ability to balance creative and financial success.

Following its acquisition of a majority stake in A.P.C. in 2023, L Catterton now seeks to scale the brand, which generated over 100 million euros last year, with aspirations of reaching five times that figure. Grenade’s mission includes enhancing A.P.C.’s creative energy, reinforcing its financial stability, and identifying selective growth opportunities, particularly in global markets and sustainability.

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Jean Touitou.

A.P.C., founded in 1987 by Jean Touitou, is recognized for its minimalist style and collaborations with brands like Lacoste and Sacai. While the pandemic strained the brand, Grenade is set to inject new life into its operations by blending its iconic aesthetic with a renewed focus on environmental stewardship and innovative product lines.

Grenade’s extensive experience with brands like Oxbow and Ba&sh, coupled with his success in implementing CSR programs and global expansion strategies, positions him as a strong leader for A.P.C.’s next phase of development.