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Published
Dec 14, 2015
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Esprit: Elena Lazcanotegui head of every.day.counts

Published
Dec 14, 2015

Esprit has recently confirmed the departure of Armin Broger, replaced by Elena Lazcanotegui at the head of the group's young, minimalist brand every.day.counts. 

An image for every.day.counts


The executive joined Esprit in 2012, coming from Inditex, and Zara in particular, the former employer of Esprit's current boss Jose Manuel Martinez as well. Lazcanotegui has been a member of Esprit's strategic board and set up the Trend division, which relies on introducing novelty in the stores very quickly, taking less than six months from concept development to shelf placement.

Esprit wanted to relaunch its long-standing youth line, Edc, and make it self-reliant. But the top management then reversed the course, assessing that the label belongs to the main brand's range. All of a sudden, in 2014 Esprit launched every.day.counts. The brand has a subsidiary in Amsterdam and its own website.

Asked about it, Jose Manuel Martinez always replied that the test for a wider deployment isn't over yet. Given the current difficulties facing Esprit, the priority for the brand seems to be an upturn in sales and a permanent return to profitability. 

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