BCBG Max Azria Creative Director Lubov Azria Steps Down; Bernd Kroeber Is Her Successor

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The saga continues at BCBG Max Azria!

Back in January, DM Fashion Book reported that BCBG Max Azria will shutter stores and restructure as “online shift”. The fashion house plans to reduce its focus on brick-and-mortar shops, concentrating instead on licensing, e-Commerce and selling through other retailers (see it here).

And just a little over a week ago, we reported that the once iconic fashion house, which listed assets in the range of $100 million to $500 million and liabilities in the range of $500 million to $1 billion, is the latest brand to file for bankruptcy (see it here).

This week, BCBG Max Azria Group LLC announced that creative director Lubov Azria, who is the wife of the company’s founder, Max Azria is stepping down from the brand. She also served as chief creative officer of the BCBG Max Azria and Herve Leger brands.

Azria‘s successor has already been appointed: Bernd Kroeber, who’s been promoted from his role as VP of design at BCBGeneration. In his new role, Kroeber will lead design for all three of the company’s brands. His first collections will debut in Spring 2018.

Annette Schatz was also recently appointed to president of global wholesale and distributors. She previously served as executive vice president of BCBGeneration and wholesale. Greg Adams has been hired as vice president of marketing. Together, the team will report to interim CEO Marty Staff. Max Azria stepped down as CEO last August.

Kroeber also served as design director at Elie Tahari and Strenesse.

The Azrias owned 100% of BCBG up until early 2015 when the company underwent restructuring. In exchange for a $135 million capital infusion from Guggenheim Partners (and its affiliates), the Azrias gave up an 80% stake in the business and also signed noncompete agreements that are effective through January 3, 2022.

Photos Credit: Yannis Vlamos / Indigital.tv

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Donovan is the CEO and Editor-In-Chief of www.dmfashionbook.com. For all general inquiries please email don@dmfashionbook.com Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.