Roseanna: New Leadership and Upscale Expansion in 2023

In 2023, Roseanna embarks on a transformative journey. Following financial challenges last year, the women’s fashion brand underwent a change in ownership early this year. A group of investors, including Christel Dagher Hayeck, Jacques-Edouard Sabatier, and Edgard Bonte, took the reins while the brand’s founder, Anne-Fleur Broudehoux, continues to lead. Adding to this transformation, Mathilde Chareton joined Roseanna as the General Manager in July.

Mathilde Chareton, a graduate of Essec business school with over twelve years of experience in e-commerce and the digital realm, brings fresh perspectives to the Paris-based company. Her career journey includes notable roles at Amazon in the food segment and as the Marketing Director at Frichti. Chareton was drawn to Roseanna by the exciting challenge and the people behind the brand. She emphasizes, «Meeting the buyers and Anne-Fleur was a no-brainer. If I’m changing sectors, I need to be excited about a new project, and that’s the case. I’ve also been a fan of Roseanna’s for several years.»

Roseanna’s strategic priorities under Mathilde Chareton’s leadership include enhancing the desirability of their products, strengthening their presence in wholesale distribution, and optimizing their digital channels. The brand has retained only one of its previous four boutiques, focusing on its flagship store in the Marais district of Paris (5 rue Froissart), as well as corners at Le Bon Marché and Galeries Lafayette. Future phases may involve boutique openings in other French cities.

Chareton envisions Roseanna as a global brand featured in the finest international boutiques, with a multi-brand network currently comprising approximately 150 addresses, primarily in Europe. The brand eyes expansion into markets such as Asia and the Middle East. In the digital realm, Roseanna aims to stand out through its unique communication style, modern tone, and distinctive photo art direction, all while providing a seamless shopping and delivery experience.

Regarding product offerings, Roseanna is elevating its position in the market. The focus has shifted toward the use of premium materials, intricate cuts, and a bold and creative style that remains unique. The brand seeks to establish a clear identity, with its distinctive logo of two side-by-side R’s taking center stage. Simultaneously, Roseanna intends to introduce more timeless styles, including denim and knitwear, to cater to both young and mature women with a mix-and-match spirit.

Roseanna offers a diverse price range, starting from around €100 for jersey tops, rising to approximately €350 for blouses, and reaching around €600 for couture-style pieces. All products are crafted in workshops located in France and Europe.

As the company recruits for approximately ten positions, it aims to adopt a more agile and responsive approach, akin to a startup, while rebuilding a sense of community following the challenges of the past. Mathilde Chareton acknowledges the intricacies of working in the fashion industry, where multiple timelines intersect, from current sales to future collection planning. She underscores the importance of adaptability, as nothing can be taken for granted in each season.

With sales of €5.7 million in the fiscal year ending March 2022, Roseanna sets ambitious goals for the future, aiming for double-digit growth. The next milestone on the horizon is obtaining the B.Corp. label and becoming a mission-driven company.

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