Guess? has hires Alberto Toni as its new chief financial officer (CFO), replacing current interim chief financial officer Dennis Secor.

Toni, who will join the company at the end of June, is currently group managing director and CFO of Italian design company Flos B&B Italia Group, a position he has held since May 2023.

Prior to this, he served as CFO of global retail footwear company Bata SA, from July 2016 to April 2023, while from 2015 to 2016 Toni was CFO of multinational food company Deoleo SA.

He also previously worked at Heineken for 17 years, where he held a variety of senior positions including senior finance director and vice president finance.

Founded in 1981, Guess? Is an American clothing company which designs, markets, distributes and licenses a lifestyle collection of contemporary apparel, denim, handbags, watches, eyewear, footwear and other related consumer products.

Its products are distributed through branded Guess? stores as well as better department and specialty stores around the world.

Toni will succeed interim chief financial officer Dennis Secor, who will remain with the company as executive vice president through September 12, 2025 to support a smooth transition, the company said.

Secor joined Guess? In April 2023.

The new CFO will be based in Lugano, Switzerland, and will be tasked with leading Guess?’s finance team globally.

Chief executive Carlos Alberini commented on Toni’s appointment and experience: “He brings over 30 years of global financial and operational experience as well as a track record of disciplined execution across established design, retail and consumer-focused companies.”

Alberini added that Toni’s leadership comes at a time when the company is focusing on optimising the business portfolio and strengthening its cost structure and growth.

In April last year, the company acquired all the operating assets and a 50 per cent interest in the intellectual property assets of New York based fashion brand Rag & Bone.

As of 1 February 2025, Guess? directly operates 1,070 retail stores in Europe, the Americas and Asia.

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