Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Marketing

WMH Acquires Production Company Profirst France, To Be Merged with Petit Ami

Under new ownership the agencies will rebrand as The Officin.
Profirst France founder Jean-Philippe Braud (left) and Petit Ami founder Laurent Bandet (right) are merging their agencies to create The Officin following an acquisition by WMH.
Profirst France founder Jean-Philippe Braud (left) and Petit Ami founder Laurent Bandet (right) are merging their agencies to create The Officin following an acquisition by WMH. (Laurence Guenoun)
By

More consolidation in the fashion PR and events space: WMH Project is acquiring Jean-Philippe Braud’s production company Profirst France, whose clients include Armani, Richard Mille, Chopard and the newly inaugurated Grand Prix de la Haute Joaillerie in Monaco.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

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.

In This Article
Topics

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Marketing
How new technologies and cultural shifts are rewiring fashion communications.

Who Won Fashion’s Red Carpet Season of Change

Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.

The Long, Slow Death of Sponsored Content

While pay-for-play on creators’ feeds isn’t going away entirely, the #ad is no longer the cornerstone of social media marketing that it once was. Some brands are taking a new approach they hope will feel more like an extension of creators’ relationships with their followers.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

Who Won Fashion’s Red Carpet Season of Change

Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.