Benetton appoints new CEO three years after Luciano comeback

Benetton will have an external CEO again. The Italian group, that has been lead by Luciano Benetton since his comeback in 2017, has appointed Massimo Renon as new chief executive officer, the company confirmed today.

The executive has over 20 years of experience in Italian brands, particularly in eyewear. After starting its career in Giacomelli Sport, Renon joined Luxottica, where he developed a strong international profile. In 2010, he left the company to join Ferrari, although he quickly returned to eyewear joining Safilo.

Benetton has been lead by Luciano Benetton since 2017

In 2017, he was hired by the third largest Italian eyewear group, Marcolin, as new general manager and chief executive officer, the same year Marcolin signed a deal with French giant LVMH to create a joint venture called Thélios.

Benetton has been immersed in a relaunch plan for several years. In an interview to newspaper La Republicca in 2019, Luciano Benetton foresaw that the company will report again net profits this year.

Under Luciano’s lead, Benetton hired back Oliviero Toscani, who shoot its famous campaigns in the late aughts, named Jean-Charles de Castelbajac new artistic director and started to open stores after years of closures.