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The Strategy Behind Dior’s New Megastore

CEO Pietro Beccari reveals how a sprawling revamp of Dior’s historic Avenue Montaigne hub fits into wider plans for the fast-growing brand. ‘It’s not a store, it’s a universe,’ he said.
Dior CEO Pietro Beccari.
Dior's CEO Pietro Beccari "comes across as being a dreamer, then puts in the work to fulfil the dream," HSBC's Erwan Rambourg said. (Fabrice Tayeau)

PARIS —

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Further Reading

Is Dior Catching Up With Chanel?

Today, as Dior stages a destination runway show in Italy, a new report shows the LVMH-owned brand's finances inching closer to those of its oldest rival, fashion-and-beauty juggernaut Chanel.

About the author
Robert Williams
Robert Williams

Robert Williams is Luxury Editor at The Business of Fashion. He is based in Paris and drives BoF’s coverage of the dynamic luxury fashion sector.

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