Dior appoints new director in Latin America

Dior begins a new stage in Latin America. The emblematic French house has appointed Hugo Charles, former Palacio de Hierro, as the new director in the region.

Dior's ephemeral store in El Palacio de Hierro Cancun, with the brand's 2020 cruise collection. - Courtesy Dior
Dior's ephemeral store in El Palacio de Hierro Cancun, with the brand's 2020 cruise collection. - Courtesy Dior

As the new director announced through his social networks, Hugo Charles officially started as director of Dior in Latin America at the beginning of this month of January, declaring that he feels "inspired by this new path".

Before coming to the French brand, Charles served 3 years as director of the luxury division of the Mexican department store chain El Palacio de Hierro, managing the concessions of brands such as Louis Vuitton, Tiffany, Gucci, Saint Laurent, Dior, Prada, the jewelry and Haute Horlogerie of Tane, Rolex, Cartier, Montblanc, among others, in addition to handling the customer experience of the made to measure services and personal shopping.

He also worked from 2014 to 2016 as a retail manager for Prada in Mexico, Central America and the Caribbean and previously spent four years as Country Manager for Fendi after being promoted from his position as Brand Manager for the brand, which he held for two years.

Hugo Charles graduated from the Instituto Tecnologico de Monterrey in Mexico with a degree in Finance and studied a master's degree in Fashion Management at SDA Bocconi, the graduate business school of Bocconi University in Italy.

The appointment of Dior's new Director for Latin America comes after the French company implemented a strong expansion and strengthening strategy in the Mexican market in 2019.

It is worth remembering that last October the firm opened its first independent stores in Mexico, including the first of its line for men in Latin America, in the Artz Pedregal shopping center in Mexico City.

Subsequently, Dior arrived in the Mexican Caribbean, with the opening of two pop up stores in El Palacio de Hierro in Cancun and the Zak Ik boutique in the prestigious Azulik ecological hotel, the latter being the home of its special limited collection "J'Adior Tulum".

In Mexico, Dior has more than 60 points of sale, including its shops-in-shop, the independent stores as well as spaces for its perfume and makeup collections in Liverpool and Sephora. In the rest of the region, the French brand operates in Guatemala, Honduras, Costa Rica, Peru, Brazil, and Bolivia, among other countries.

DIOR OPENS TWO POP UP STORES IN TULUM AND CANCUN

A few weeks after opening its first independent stores in Mexico, the emblematic French house Dior is back with a double of openings in the country, now in the Riviera Maya, with two new pop-up stores dedicated to its women's collections in Cancun and Tulum, in Quintana Roo.

According to a press release, Dior's first ephemeral store in the Mexican Caribbean is located in the branch of the luxury departmental chain El Palacio de Hierro in Cancun, located in the La Isla shopping center. There, the French brand displays the creations of its 2020 cruise collection designed by its creative director, Maria Grazia Chiuri.

This collection is also present in the second pop-up store in Tulum, in the Zak Ik boutique of the prestigious Azulik ecological hotel, whose magnificent architecture subtly blends with its natural surroundings. An ideal location for the firm's exclusive "J'Adior Tulum" capsule, consisting of a selection of striped swimsuits, Mitzah scarves and the Dior Book Tote bag. "An ode to the beauty and plurality of cultures that Monsieur Dior loved so much," the brand said.

According to the firm, ties between Dior and Mexico have existed since the founding of the maison and over the years have continued to grow and deepen with each parade and event.

In this line, it is worth remembering that last October the brand opened its first independent stores nationwide at the Artz Pedregal shopping center in Mexico City, with one dedicated to its masculine line (the first in the country) and another to the feminine.

Dior arrived in Mexico in 1950 when Christian Dior signed its exclusive alliance with the luxury departmental chain El Palacio de Hierro, in the heart of Mexico City. He later returned to the capital, surrounded by his model ambassadors, to present his H line for the 1954 fall season.