Bollé Brands hired François Benaben, former VP for Rossignol Group for Europe, Asia and the Southern Hemisphere, as president of its Sport and Luxury business.

After 14 years in several sales and category management positions at Danone and L’Oréal, Benaben joined the Rossignol Group in 2011 as VP sales for the Winter Sports Equipment business. In 2016 he took over marketing and communication responsibilities as well as worldwide sales. In his new position, Benaben will lead the Sports and Luxury business with the brands Bollé, Spy, Cébé, H2Optix and Serengeti.

“François has the right profile to bring our Sports and Luxury brands to the next level,” said Peter Smith, Bollé Brands’ executive chairman. “The plurality of his experiences allows him to quickly understand the particularities of the different businesses under his responsibility. This new recruitment demonstrates our commitment to excellence at all levels” he adds.

Benaben joins the teams based in the group’s headquarters in Lyon, France.

Photos coutesy Bollé Brands