Fashion firm SMCP ushers in new IR season

SMCP, the owner of Parisian fashion labels Sandro, Maje and Claudie Pierlot, has named Célia d’Everlange as its head of IR in a newly created role following the firm’s October listing.

‘The creation of the head of IR role was a logical step following the successful IPO of SMCP,’ d’Everlange tells IR Magazine, adding that investor interest in the firm has remained high since the IPO roadshow. ‘This reflects the fact that SMCP’s profile, both in terms of growth perspective and solid execution, is one of a kind. My role will be to leverage such interest by further building on the Tier 1 reputation of the group among the financial community. With that in mind, I will be ensuring SMCP participates in an array of sector conferences and roadshows.’ 

D’Everlange, who holds a DESS (Diplôme d’études supérieures spécialisées) and a master’s degree from Paris Dauphine University, served most recently as director of IR at Danone. Nadia Ben-Salem Nicolas now heads the Danone IR team, but was not immediately available for comment. Prior to her time at Danone, d’Everlange spent almost 10 years with Rothschild & CIE Banque as part of the financial communications advisory team, according to a statement announcing her appointment. 

She tells IR Magazine that her main IR objective over the next 12 months ‘will be to build strong and high-quality relationships with our existing and future investors to support SMCP’s great prospects. We will thus meet investors as often as possible, organize roadshows and take part in conferences. At the same time, I will have to ensure the IR team is well connected to other departments – such as legal, finance control and tax – as part of its day-to-day activities, to ensure a proper circulation of information.’ 

SMCP’s listing on the Euronext Paris exchange valued the company at €1.7 bn ($2.1 bn) when it went public at €22 per share on October 20, trading in the form of promesses d’actions, a type of share right.

‘We are very pleased with the success of this IPO,’ CEO Daniel Lalonde said in a statement following the listing ceremony, where he was accompanied by Evelyne Chétrite and Judith Milgrom, the founders and artistic directors of the Sandro and Maje brands, as well as Ilan Chétrite, founder and artistic director of the Sandro men’s label.

The three brands owned by SMCP were launched in the 1980s and late 1990s but their popularity has grown markedly in recent years. SMCP saw net sales reaching €786 mn in 2016, averaging a 27 percent increase per year since 2010. The brands are now present in 36 countries at more than 1,200 retail outlets.

SMCP’s major investor – Chinese textile firm Shandong Ruyi – maintained its controlling stake in the company following the listing, and d’Everlange says this brings benefits.

‘Over the past two years, Shandong Ruyi has been, and continues to be, a responsible, supportive and strategic shareholder of SMCP,’ she says. ‘Furthermore, its reputation in Asia will undoubtedly contribute to the group’s visibility among Asian investors.’ She adds, however, that ‘SMCP does not target specific regions but prefers to maintain a global, long-term and varied range of investors.’