Baccarat has tapped a seasoned interiors and fashion executive as its new chief executive officer in North America, WWD has learned.

Thais Roda, most recently president and CEO of Liaigre Inc., the American arm of the French design and architecture studio, started Wednesday and reports to Arnaud Gestin, Baccarat’s global chief revenue officer.

Her mandate spans from “strengthening the performance and desirability of its crystal collections across boutiques and partner networks to deepening client engagement and further enhancing the brand’s visibility and desirability through its broader universe, as expressed through selected partnerships, including emblematic brand expressions such as the Baccarat Hotel New York and the iconic Baccarat Rouge 540 (perfume),” the French crystal maker said.

Roda succeeds Adam Banfield, who spent nearly three years in the role. His next move could not immediately be learned.

According to Baccarat, Roda drove a “substantial increase in revenue and profitability across the U.S. market” during her tenure at Liaigre, while also successfully restructuring operations and strengthening its “cross-continental synergies.”

Before Liaigre, Roda spent six years heading U.S. business and finance operations for jeanswear firm Marithé + François Girbaud, and before that eight years as U.S. operations director at bridal specialist Pronovias, her LinkedIn profile shows.

Commenting on her appointment, Laurence Nicolas, global CEO of Baccarat, lauded her “extensive knowledge of the luxury and design industries, combined with her strong operational expertise and proven leadership.”

“Thais brings the discipline, vision and strategic clarity required to elevate our presence and reinforce the very best of French art de vivre that defines our maison,” she added.

Roda said she looks forward to “working closely with the teams across the Americas to elevate the client experience, strengthen the brand’s presence, and reinforce the strategic pillars that have made Baccarat an enduring symbol of French luxury.”

North America ranks as Baccarat’s second-largest market, after Japan.

In total, Baccarat counts about 200 points of sale across the U.S. and Canada. This summer, it plans to renovate its boutique within the Baccarat Hotel New York.

Founded in 1764, Baccarat is one of Europe’s oldest and best-known purveyors of crystal creations, from chandeliers and Champagne glasses to jewelry pieces, vessels and figurines. It also markets fragrances, jewelry, barware, lighting, gifts and home decor.

In recent years, it has flexed its muscles as a lifestyle brand, expanding its activities in hospitality and fine dining, handing its Maison Baccarat in Paris to star chef Alain Ducasse.

In addition, new Baccarat hotels in Rome and Florence are expected to open in the next 18 months, and real estate firm Aldar Group recently revealed the development of the Baccarat Residences Abu Dhabi.