Christian Dior Couture has named Jens Riewenherm chief digital officer, effective immediately.
The former managing director of Mytheresa.com, the German luxury e-commerce site, Riewenherm will be charged with increasing Dior’s omni-channel and digital development.
While online sales at the house are not disclosed, Dior sells nearly all of its ready-to-wear and accessories collections, except for haute couture, on its own online boutique, meaning its digital presence is crucial for growth.
“I am convinced that his talent and experience will strengthen the digital strategy and growth of the Dior omni-channel environment,” said Pietro Beccari, president and chief executive officer of Christian Dior Couture, of the new appointment.
“This represents a vital new dynamic in writing the future of the house, in which a completely seamless online experience aligns with our freestanding boutiques.”
Rienwenherm new recruitment rounds out a slew of hires at the French couture house lead by Beccari.
Since joining Dior, from Fendi (also part of the LVMH stable), in January, Beccari has helmed the replacement of Dior Homme’s creative director, Kris Van Assche, and brought on board Kim Jones, formerly of Louis Vuitton.
SEE ALSO : Kris Van Assche to leave Dior Homme
Owned by Neiman Marcus Group, Mytheresa.com bid adieu to Riewenherm in October 2017. Prior to this, the executive was managing director of Value Retail, a European leader in shopping centre management.
He began his career in Munich at Payback, where he held multiple positions at the German multichannel platform, before being named head of brand management. He is an economics graduate of the University of Münster.