PARIS — French fashion group SMCP has appointed Linda Li president and chief executive officer for North America, as it looks to accelerate growth in one of its fastest-expanding regions despite recent distribution setbacks.

Li succeeds Ida Simonsen, who took on the role in late 2024 and is stepping down to pursue other opportunities. She will also join the group’s executive committee, reporting to CEO Isabelle Guichot.

The appointment comes at a pivotal moment for SMCP, which owns contemporary brands Sandro, Maje, Claudie Pierlot and Fursac, and is navigating both operational shifts and ongoing shareholder uncertainty.

Li joins from H&M Group’s Cos, where she served as managing director and president of North America. During her tenure she led the brand’s omnichannel expansion and commercial performance in the region. She previously held senior roles at the Swedish company, including head of marketing and communications and head of e-commerce, and began her career at Boston Consulting Group.

“We are delighted to welcome Linda Li to SMCP as president and CEO for North America. Her strong track record at the intersection of retail and fashion, combined with her deep knowledge of the North American market, will be key assets in continuing to drive the development of our brands in the region. Her leadership and operational discipline will enable us to accelerate our growth momentum and further strengthen our presence in this strategic market,” said Guichot in a statement shared first with WWD.

SMCP has identified North America as a strategic priority, with plans to continue controlled store expansion, maintain its full-price positioning and accelerate omnichannel capabilities to strengthen brand desirability.

In the first quarter of 2026, SMCP closed all of its concessions within Saks department stores following bankruptcy proceedings at the U.S. retailer. The closures contributed to a reduction in the group’s global store network to 1,587 points of sale.

Even so, the Americas region remained SMCP’s fastest-growing region, with sales rising 11.7 percent to 44 million euros, driven by strong performances at Sandro and Maje, in first-quarter financial results released April 28. Growth was further supported by expansion in South America, including new stores in Argentina and Chile and a flagship opening in Mexico.

Li’s appointment is part of a broader effort by SMCP to strengthen its leadership bench across key regions. Last summer the company named Kleine Tan, a former Loewe executive, CEO for Asia, as part of its continued focus on international rebalancing.

The changes come as SMCP remains floated for a potential sale.  Key shareholders are seeking to divest up to 51.2 percent of the company’s share capital, in a transaction led by Lazard. The process follows years of shareholder disputes linked to the collapse of former majority owner Shandong Ruyi and could trigger a takeover offer if a buyer acquires a controlling stake.