Anine Bing, which was launched in 2012 by its eponymous founder and chief creative officer and Nico Bing, the co-founder and chief executive officer, has gained credibility around the world with its blend of Scandianvian and American style focused on a everyday wardrobe essentials and timeless pieces. Anine Bing has already built a global distribution with 30 stores around the world, including 15 stores in the US, and is sold in over 450 wholesale stores. Appointed Global President of the brand just a few days ago, Julie Bourgeois has previously held high profile roles at prestigious companies such as LVMH, Richemont, Four Seasons, Nespresso, Khaite and Jacadi. The executive sat down with FashionNetwork.com to answer our questions about the brand’s strategy and development.

FashionNetwork.com: Why did you accept this new role with the Anine Bing brand?
 
Julie Bourgeois: I accepted this role at Anine Bing largely because of the brand’s strong identity and values. I knew right away that its vision was driven by our Founders Anine and Nico Bing. As Anine would say, “You know when you know.” I felt my personal values aligned incredibly well with not only theirs, but with the brand’s at-large. Its core values of authenticity, simplicity, creativity and quality are all ones that I really admire. Anine Bing is bold, yet firm in its vision, while still maintaining an entrepreneurial mindset. In addition, I was impressed by the brand’s partnership with its investors. As we look to grow and scale the business together, their knowledge and expertise are something we will lean towards. 

FNW: Were you a customer of the brand before taking up your position as global president?
 
J.B: I was an Anine Bing loyal customer. I have experienced firsthand how this brand empowers women to seamlessly transition their outfits from dropping kids at school, to work, to hitting the gym, and to enjoying martinis with friends. It’s all about combining pieces from the collection to express your unique sense of style that will carry you throughout your day with ease and confidence. 
 
FNW : What potential does the brand have internationally?
 
J.B: What I quickly realized, having lived in Europe, Asia and America, is that the Anine Bing’s timelessness resonates with women across different cultures and lifestyles, giving it significant international potential. Anine Bing is a fashion house built on international roots – blending elements of Scandinavian simplicity with American energy. It offers modern wardrobe essentials for women seeking a timeless yet confident approach to everyday style. Since launching in 2012, Anine Bing has built a global and balanced distribution with 30 stores around the world, across 7 countries, including 15 stores in the US. We are sold in over 450 wholesale stores across 45 countries. The US market is and will remain a priority for Anine Bing. This is where it all started 12 years ago, and is a huge part of our brand’s DNA.

FNW : How do you want to develop the Anine Bing brand on the US market? Are anymore store openings planned in Los Angeles and elsewhere in the US?
 
J.B: The brand was founded in the US twelve years ago. We have our global headquarters, and founders, based in Los Angeles; offices in New York; and 15 stores in the US. It will always be a priority market for us, and one that we will continue to nurture and grow. In looking ahead, our goal is to lean on our brand’s core pillars of Scandinavian simplicity and American energy to further drive an emotional connection with our consumers, and fully immerse them into the world of Anine Bing. We will continue to design versatile pieces that transcend seasonality and transition seamlessly, from work to weekends and everything in between. We will look to foster deeper relationships with our loyal community of clients, while focusing on acquiring new consumers. Not only will we continue to leverage our existing distribution channels, but we will also work on expanding our US market presence across retail, wholesale and ecommerce.
 
FNW : How do you plan to develop the brand on the European and Chinese markets?
 
J.B: Our EU and the newly-entered China market are both markets where we see enormous potential. In fact, the brand is already experiencing double-digit growth in Europe and Asia, demonstrating our strong appeal. The brand’s approach on expansion is both ambitious and strategic. We are committed to thoroughly understanding each market, exploring unique opportunities, and adapting our strategies to ensure sustainable growth. By leveraging local insights and consumer data, we aim to create customized experiences that resonate deeply with our customers in each region, establishing a strong model and continuously evolving it to meet the diverse needs of our global clientele.
 
FNW: Will you be developing other product categories?
 
J.B: Lastly, we will look to expand upon our priority categories – handbags, denim, blazers and shoes – where we have seen high growth over the last year. We know our customer is repeatedly turning to us for these building blocks in her wardrobe; and we understand the importance of expanding upon these offerings for her. 

FNW: You have worked for a number of luxury groups, particularly in the hotel industry? Are the hotel and fashion industries similar?
 
J.B: Indeed, I was fortunate to work and collaborate with incredible leaders and teams from LVMH, Richemont, Peninsula Group and Four Seasons. I would put it simply: our client is the same person who shops and travels. I am passionate about strategies that keep our client at the center of everything we do. The lines between hospitality and retail are blurred. Retail has transformed from traditional brick-and-mortar stores to immersive experiences that prioritize engagement, alongside product display, to foster an emotional connection with shoppers. This strategy of creating engaging, interactive brand experiences has been the standard for a while, but it is now accelerating. On the other hand, the hospitality industry aims to leverage immersive shopping experiences to differentiate itself and create new revenue streams while catering to their guests’ needs. From ‘shop the room’ concepts to poolside takeovers, many innovative formats are emerging.
 
FNW: You are based in Paris. Does this mean that the priority is to develop the European market?
 
J.B: The opening of our office in Paris on Rue François 1er marks a significant step in our strategic expansion. This new HQ in the prestigious 8th arrondissement will serve as our European hub, supporting Wholesale, Retail leadership, and additional new roles which support the growth of the business. Similarly, our recently opened New York office, located atop our beautifully new SoHo Flagship on Greene Street, acts as a showroom and hub for our team. With Los Angeles remaining at the heart of our brand’s spirit and serving as our Global HQ, we are excited about collaboration across all locations and creating new roles to drive Anine Bing forward on the global stage.