EXCLUSIVE: French Menswear Brand Études Studio Appoints New CEO

Why It Matters

The leadership change signals Études Studio’s shift from street‑wear roots toward a broader luxury positioning, aiming to capture higher‑margin accessory sales and tap the lucrative North American market.

Key Takeaways

• Brice Groulier, former Jacquemus CFO, becomes Études Studio CEO.
• Accessories targeted to reach 50% of sales, starting with new messenger bag.
• New flagship Marais store will combine retail, bookstore, and cultural events.
• U.S. expansion prioritized via wholesale and upcoming New York pop‑up.
• Publishing program will grow, positioning brand as curator of art projects.

Pulse Analysis

Études Studio’s appointment of Brice Groulier as chief executive marks a decisive pivot for the Paris‑based label. Groulier arrives from Jacquemus, where he served as CFO, and brings supply‑chain experience from Lemaire, positioning him to execute an “ambitious” roadmap that blends fashion with art and publishing. The leadership change follows co‑founder José Lamali’s exit and a strategic withdrawal from the Aigle partnership, signaling a clean break from peripheral collaborations. Investors and analysts view the move as a signal that Études Studio is ready to scale beyond its street‑wear origins toward a broader cultural luxury identity.

The new CEO’s first pillar is accessories, with the goal of lifting them to roughly half of total revenue. After debuting the Studio messenger bag in January, Études Studio plans annual bag releases and a dedicated fall‑2026 campaign, aiming to transform caps and headgear into a full‑scale handbag business. Simultaneously, the brand will reinforce its outerwear heritage—bombers, coats, and expanded leather jackets—while adding tailored pieces to broaden its ready‑to‑wear portfolio. A revitalized publishing arm, already responsible for 30+ art books, will be leveraged as a cultural‑curation platform, deepening the label’s artistic credibility.

Retail and market expansion form the third thrust of Groulier’s plan. Études Studio will relocate its Marais boutique to a larger hybrid flagship that houses a bookstore and hosts exhibitions, pop‑up dining, and other experiential events, slated for opening during Paris Men’s Fashion Week in January 2027. Across the Atlantic, North America is earmarked as the primary growth engine, with an emphasis on strengthening wholesale relationships before launching a direct‑to‑consumer pop‑up in New York by early 2027. If executed, these moves could elevate the label into the “new luxury” segment, attracting culturally‑savvy consumers without raising price points.