Xavier Rougeaux has returned to Smythson to become its new chief executive officer, and will work together with new creative director Luc Goidadin to take the 130-year old brand into its next stage of growth.

Rougeaux was chief commercial officer of the British luxury goods brand from 2012 and 2015, and re-joins after having held a series of of senior executive roles at brands such as Loro Piana, Valextra and Sergio Rossi.

He has over 20 years of global brand-building experience across luxury ready-to-wear, footwear and leather accessories, and will draw from his expertise in international expansion to enhance Smythson’s omnichannel experience and boost its global awareness.


With a longstanding heritage, Smythson is a leather goods and luxury stationery brand based in London. It has counted many members of the Royal Family, including Queen Victoria, several UK Prime Ministers, Madonna and Grace Kelly among its well-known clients. In addition to its store on New Bond Street, it has boutiques on Sloane Street and in Westbourne Grove, plus concessions in Harrods, Harvey Nichols and Selfridges.

Jacques Bahbout, chairman of the brand, commented on Rougeaux’s appointment: “I have known Xavier, who previously served as chief commercial officer at Smythson, for several years. His understanding of the Smythson brand and experience of international expansion makes him extremely well-placed to lead the development and growth of Smythson and enable us to achieve our ambitious goals.”

Rougeaux added: “I am excited to develop Smythson into a global destination for the luxury consumer working alongside Luc and the passionate and dedicated team. I truly fell in love with Smythson’s rich heritage and the unique personality of this exceptional British brand.”

His appointment follows that of Luc Goidadin as creative director in February.



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