LVMH’s Rimowa appoints former Jimmy Choo executive Elisabetta Soffietti to lead European retail

Rimowa has tapped Elisabetta Soffietti to lead its European retail strategy, strengthening the LVMH-owned brand’s presence across the region. Known for its sleek aluminum suitcases, Rimowa announced the move via Soffietti’s LinkedIn post.

Part of the LVMH portfolio since 2016, Rimowa has been steadily scaling its retail presence across Europe and beyond. The appointment supports the brand’s shift from traditional travel goods to a broader lifestyle offering.

Soffietti brings over a decade of experience in luxury retail, including eight years at British footwear label Jimmy Choo. Since 2022, she has overseen retail operations across Europe, the Middle East and Africa (EMEA).

Founded in 1898 in Cologne, Rimowa earned global recognition for its streamlined aluminum luggage. Now under LVMH, the brand has expanded its offer and refined its positioning within the high-end travel and accessories space.

In April, Rimowa unveiled a flagship store at 125 New Bond Street in central London—another key step in its European retail expansion. In France, the brand has a strong presence in Galeries Lafayette Haussmann and Le Bon Marché, along with a standalone boutique at 73 Rue du Faubourg Saint-Honoré. It also operates a seasonal pop-up in Saint-Tropez.

The brand made its first move into handbags last September, reinforcing its ambitions beyond travel gear. While Rimowa does not disclose financial results, industry estimates place annual sales at around €750 million ($885 million).

(Exchange rate:  €1 = $1.18)