SMCP has appointed Linda Li as North America CEO, tasking the former Cos executive with revitalizing the region after the French group's exit from Saks Fifth Avenue. Li joins as the Sandro and Maje parent company navigates a critical repositioning in its largest market outside Europe.
The move signals SMCP's commitment to direct control over North American operations rather than department store dependency. Li's background at Cos, the minimalist sister brand of COS Group, positions her to understand contemporary retail strategy and digital-first growth. Her hire comes as SMCP works to stabilize sales momentum following the Saks departure, a setback that forced the group to recalibrate its wholesale approach.
SMCP owns four brands spanning accessible luxury to contemporary segments. Sandro and Maje generate substantial revenue, particularly in urban markets where the houses maintain loyal customer bases. The region demands aggressive investment in standalone retail and e-commerce infrastructure to offset lost wholesale distribution.
Li's appointment reflects SMCP's broader pivot toward brand autonomy and owned channels. The company has faced pressure from shareholders to demonstrate profitability after pandemic disruptions and inventory challenges. North America represents both the group's growth opportunity and its most competitive battleground, requiring a leader who understands both heritage positioning and modern consumer behavior.