Who is Serge Brunschwig? A luxury strategist at the interface of knowledge, daring and renewal

Serge Brunschwig is a key figure in the luxury industry, known for expertise in management and the transformation of large fashion houses. After three decades in the LVMH group, Brunschwig has now joined the OTB group as CEO of Jil Sander and the group’s strategy management. This change from a giant of the luxury industry to an expanding player testifies to Brunschwig’s ambitions and the ability to shape the future of brands.

A career characterized by experience and cultural diversity

The Brunschwig, born in Arles, completed an excellent academic career with conclusions from the École Polytechnique, the École Nationale Supérieure of the Télécommunications and Sciences Po Paris. Brunschwig’s career began in 1984 at Schlumberger/Gemalto before moving to McKinsey & Company and then to the Socar Smurfit group.

In 1995 Brunschwig joined LVMH and quickly rose there. His career began there as President of Louis Vuitton Asia-Pacific in Hong Kong, a formative experience that enabled Brunschwig to understand the dynamics of a rapidly growing market. Brunschwig’s role in Sephora Europe and later as managing director of Louis Vuitton Malletier positioned him as an expert in omnichannel management and selective sales. In 2006 Brunschwig was appointed CEO of Celine before he was promoted to Christian Dior Couture to Chief Operating Officer in 2008.

In 2015, Brunschwig became President of Dior Homme and thus consolidated his expertise in the luxury men’s mode area.

In 2018 Brunschwig took over the management of Fendi as CEO and moved to Rome. There he played a central role in the consolidation of the high-end positioning of the brand and, among other things, monitored the opening of a leather goods factory in Florence in order to reaffirm Fendi’s craftsmanship.

Visionary leadership between tradition and disruption

Brunzwig is characterized by a luxury approach that combines respect for traditions with innovative ability. In an interview with Vogue Business during Brunschwig’s time as CEO of Fendi, he said: “There are two very important aspects in the luxury industry. The first one is to be understood who you are and whoever you were … but the ability to surprise it is just as important. To be more of the same, but never the same. Because the cemeteries are full of brands that did not have this ability and are no longer there. ”

This philosophy summarizes Brunschwig’s approach: to preserve the DNA of a house and project it into the future at the same time. At Fendi, he managed to combine innovation and respect for tradition by strengthening Brunschwig the connection between the brand and Rome and at the same time integrating contemporary elements into the collections.

Brunschwig’s leadership is also based on a fine understanding of the cultural differences between the fashion houses and their markets. After activities in Asia, France and Italy, Brunschwig finds a special approach in Italy: “There is the attitude here that nothing is impossible.”

This flexibility and the ability to use local strengths made it possible to adapt the sales and development strategies to the needs of each brand and market.

OTB and Jil Sander: A new strategic challenge

In February 2025, Serge Brunschwig moved to the OTB group as CEO of Jil Sander and the group’s strategy management. OTB, under the direction of Ubaldo Minelli and founded by Renzo Rosso, has a portfolio of avant -garde brands, including Diesel, Maison Margiela, Marni and Jil Sander.

Brunschwig’s arrival is part of a strategic refreshment, as Minelli explains: “In his role as CEO by Jil Sander, Serge Brunschwig will aim to further increase the positioning of this brand with its invaluable potential and to carefully and strategically steer their growth. Thanks to his experience and international vision, it will also help to define an even more ambitious strategic path for OTB. ”

The numbers prove the dynamics of the OTB group. In 2023, the group generated sales of 1.9 billion euros, growth of 33.8 percent in direct sales and 610 own shops. Jil Sander, under the creative direction of Luke and Lucie Meier, recorded a growth of 17.3 percent in the same year, a sign of the potential that Brunzwig must use.

A manager who is admired for rigor and intuition

Former employees: Inside Brunschwig unanimously praised his pragmatism and the ability to control brands in a highly competitive environment. A former manager of Dior said: “Serge Brunschwig has the unique ability to understand the essence of a brand and to translate them into concrete strategies that are popular on the world market.”

Brunschwig’s decisions are based on a rigorous analysis of the trends and methodological brand management, while at the same time remaining space for experiments and daring.

Another employee at Fendi emphasizes: “Brunschwig can listen to teams, understand their sensitivities and combine them for a clear vision. He is a manager who gives sense to their actions and inspires those who work with him. “

A future in the sign of transformation

With the move to OTB and Jil Sander, Serge Brunschwig begins a new phase of his career. This change from an established group like LVMH to an independent and growing company shows Brunschwig’s enthusiasm for challenges.

Brunschwig’s task at Jil Sander will be two things: to build on the creative direction of the Meiers to strengthen the image of the brand and to structure the global expansion with an optimized sales network. In his role as strategy managers of the group, Brunschwig OTB will also help refine his roadmap in view of the changes in the luxury market.

Serge Brunschwig thus embodies a new generation of managers in the luxury segment, which are anchored in tradition, but are geared towards innovation and transformation. Brunschwig’s career illustrates a deep understanding of cultural and commercial dynamics and makes Brunzwig an influential leader in the world of contemporary luxury.