Bulgari’s North America division has been under the tutelage of Herve Perrot for six months—in his first interview since moving to New York to lead Bulgari’s strategic growth in the world’s largest luxury market, Perrot outlined an initial blueprint.
“In America we have to accelerate our development and in order to do that the group and brand is making a significant investment and commitment to support our growth,” Perrot said.
When asked what he observed as needing the most improvement, Perrot said: “The Bulgari team did a very good job over the past few years developing brand recognition, but that said we are still a smaller player [in the U.S.] compared to some major brands in the field of jewelry. The question is, ‘How can we accelerate?’ and the answer is that we have to understand the many fundamental strengths we have that makes our brand strong in this country.
And Perrot has a secret weapon to make sure this is put into action. “Our creative director Lucia Silvestri spends a lot of time with us here and she is very interested in meeting with clients and understanding what’s happening in the market. From the creative side, we will have a lot of attention in the market,” he said, adding that Silvestri is also available for custom commissions.
Through his cross-country travels, Perrot has targeted the West Coast as a first significant order of business. In September, Bulgari will open a new location in Topanga, California’s Westfield mall and in the fourth quarter, it will open another unit in Costa Mesa’s South Coast Plaza. As the Los Angeles Serpenti pop-up shop demonstrates, Bulgari is intent on opening or refining stores in highly targeted locations.
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