PARIS/NEW YORK (Reuters) -LVMH set up the son of firm founder Bernard Arnault in a new management staff at Tiffany on Thursday following the French luxury merchandise group concluded its $15.8 billion acquisition of the U.S. jeweller.

The conglomerate also picked two executives from its Louis Vuitton handbag brand name to run Tiffany, and explained it would overhaul the structure workforce forward of a makeover which analysts assume will focus on courting younger customers and Asian shoppers.

The formal closing of the offer, intended to enhance LVMH’s standing in a section it was significantly less exposed to than fashion or spirits, follows a bitter lawful dispute. LVMH backed away as the COVID-19 pandemic hammered luxury products product sales, but finally renegotiated a discounted order selling price.

Alexandre Arnault, just one of four scions with roles at LVMH, who experienced previously been stepping up his profile after formerly operating luggage label Rimowa, will be govt vice president at Tiffany, in demand of merchandise and interaction.

A fluent English speaker, the 28-calendar year-previous accompanied his father on a U.S. journey to meet outgoing President Donald Trump in 2017 soon immediately after his election.

Under his tenure, Rimowa paired up with sportwear brand name Supreme for a collaboration and produced a major social media drive, a method luxury teams have favoured to draw more youthful shoppers.

In his new position the youthful Arnault will get the job done beneath two LVMH heavyweights, which include Michael Burke, chairman and CEO at Vuitton – the group’s most important revenue spinner – who will now also chair Tiffany.

Anthony Ledru, who ran Vuitton in the U.S. as very well as the label’s global business routines, will consider around as CEO from Alessandro Bogliolo, who is set to depart on Jan. 22, LVMH said.

Ledru experienced a preceding stint at Tiffany and has also labored for rival jeweller Cartier.

“The notion of pairing skilled supervisors with up and coming household customers (and feasible foreseeable future leaders) produces a fruitful atmosphere,” Bernstein analyst Luca Solca reported in a observe.

In accordance to court docket papers from the lawful fight, Bogliolo’s payout stemming from a alter of management could prime $44 million.

Expansion Practices

Analysts anticipate that LVMH, property to brand names which include Fendi and Veuve Clicquot champagne, will review almost everything from Tiffany’s community of retailers to procedures in places this sort of as on the internet profits as it repositions the manufacturer and streamlines it.

FILE Photograph: Tiffany & Co. jewelry is shown in a retailer in Paris, France, November 25, 2019. REUTERS/Gonzalo Fuentes/File Photo

The conglomerate claimed inventive director Reed Krakoff was established to depart the firm along with Chief Manufacturer Officer Daniella Vitale. It did not name replacements.

“We are optimistic about Tiffany’s skill to speed up its expansion,” LVMH’s Bernard Arnault reported in a assertion.

Tiffany’s previous quarterly earnings indicated the retailer experienced recovered from some of the affect of the pandemic, with a 70% increase in gross sales in China and an e-commerce gross sales surge of 92% in the quarter.

LVMH will draw on its practical experience with jeweller Bulgari, acquired in 2011, wherever it has lifted margins and product sales.

LVMH is unlikely to shy absent from any moves to strengthen prices, while it also has the dollars to invest intensely in advertising and marketing. It has praised Tiffany’s branding – the robin-egg-blue utilised on its boxes for occasion – as a major energy.

Reporting by Sarah White and Jessica DiNapoli. Modifying by Mark Potter and Elaine Hardcastle