The northern French retailer announced the appointment of Virginie Boudet to its executive team as the director of brand and communications, reporting to Amélie Poisson, the deputy general manager who joined in 2022. Boudet succeeds Marie Guillemot in the role.

Since 2021, Boudet served as the vice president of brand, communications, and events for the real estate group Seloger’s assets. Prior to this, she spent two decades in the fashion industry, starting in 2001 at Petit Bateau, where she was responsible for advertising and visual creation. She later moved to Aigle in 2011 as the head of advertising, media, and publications. In 2013, she became the creative director at IDKids, and in 2016, she joined the online retailer Sarenza as the director of brand and communications.

“Having spearheaded the repositioning of numerous brands, Boudet, a brand transformation enthusiast, now brings her strategic, agile, and creative expertise to La Redoute to strengthen the image of this iconic French platform, solidify its positioning, and enhance its brand expression,” stated the company in a press release.

In 2022, La Redoute underwent a significant image overhaul, revamping its logo and visual identity. By the end of 2023, the company, part of the Galeries Lafayette group, pivoted its strategy from its traditional textile roots to focus more on home and decorative items. With an annual business volume nearing one billion euros, it boasts over 8.8 million active customers worldwide.