Bluebell Group has confirmed Philippe Guettat as its permanent group president and CEO as part of a broader leadership reshuffle aimed at strengthening alignment across its Asian operations.

Guettat, who had been serving in the role on an interim basis, was formally appointed by the board following what it described as a period of strategic focus and operational discipline. 

“The board has been impressed by the clarity and strategic discipline Mr Guettat has brought to the group during his interim tenure,” said Laurent de Rougemont, chairman of the board.

“His commitment to operational excellence and delivering value for our stakeholders makes him a definitive choice to lead the group into its next chapter of success.” 

As part of the leadership update, Bluebell has elevated people and culture to the C-suite, appointing Ivan Zenovic as chief people and communications officer. Reporting to Guettat, Zenovic will oversee talent processes and work to standardise retail excellence across markets.

“We move forward with a reinforced leadership structure and a simple goal: to ensure Bluebell remains the most sophisticated, high-performance home to the world’s most iconic brands,” de Rougemont added. 

Founded in 1954, the privately owned company operates in key markets across the Apac region, managing more than 170 international brands through around 650 points of sale, as well as e-commerce and travel retail channels.