Fleur du Mal has named Vanessa Abreu president, effective Monday, ending a two-year run in which the New York-based luxury lingerie and ready-to-wear brand operated without anyone in the role and relied on fractional contributors.

The hire is a channel decision as much as an organizational one. Abreu joins from Skims, where she was senior vice president and led the global expansion of the brand's physical footprint across retail, pop-ups and experiential concepts, brand collaborations, strategic partnerships, franchising and wholesale. Before Skims, she held leadership roles at Bottega Veneta, Burberry and Rag & Bone, spanning commercial strategy, merchandising and international business development.

Her mandate at Fleur du Mal covers three fronts: expanding retail and wholesale, accelerating international growth and continuing the brand's e-commerce trajectory.

What does the appointment change for the channel mix?

Fleur du Mal runs a primarily direct-to-consumer business today. It operates five freestanding stores, including a Dallas location set to open soon. Its key wholesale accounts are Revolve and Saks Fifth Avenue, alongside specialty stores.

That profile gives Abreu a proven playbook to work from. The Skims expansion she oversaw covered the same levers Fleur du Mal has barely pulled at scale: franchising, partnerships and a wider wholesale network beyond two anchor accounts.

The comparison frames the gap. Fleur du Mal has five stores; Skims built a global physical presence across retail, pop-ups and experiential formats under Abreu's leadership.

Abreu will be based in Fleur du Mal's SoHo office.

What did the executives say?

"I'm thrilled to join Fleur du Mal at such an exciting moment in the brand's evolution," Abreu said. "I look forward to partnering with Jennifer and the talented team to build on the brand's distinctive identity, deepen its connection with customers and unlock new opportunities for growth."

Founder and chief executive officer Jennifer Zuccarini, who started the label, framed the hire as a scale play.

"We've built Fleur du Mal with a distinct point of view on lingerie, fashion and femininity, and I see tremendous opportunity to bring our world to a broader audience," Zuccarini said. "Vanessa brings the experience and vision to help us realize that ambition while staying true to what makes Fleur du Mal special."

How solid are the growth plans?

The appointment itself is confirmed and effective Monday. The expansion targets — international acceleration, broader wholesale distribution — remain announced intentions without disclosed figures, timelines or store counts. Neither executive committed to a number of new doors, markets or wholesale doors, and the company disclosed no revenue or volume data.

For sourcing and supply-chain teams watching the brand, the signal is direction rather than detail: a DTC-led lingerie business with a thin wholesale base and five stores has hired an operator whose track record is physical and international expansion at a mass-adjacent shapewear brand. Capacity, lead-time and compliance requirements would shift materially if the wholesale and international push moves from intention to orders.

The first measurable indicators will likely be the Dallas opening and any new wholesale accounts named in coming quarters.