How Ulla Johnson’s CEO Thibaut Perrin-Faivre Is Driving Sustainable, Disciplined Growth
Some labels whisper luxury; others invite you into their world. Ulla Johnson has always done the latter—blending artful craft, sensual ease, and a deeply personal perspective on femininity. With longtime luxury veteran Thibaut Perrin-Faivre now at the helm, the brand is refining that world with focus, discipline, and a quiet confidence. For those of us who live for an elevated wardrobe that feels as beautiful as it looks, the next chapter is especially compelling.
From Global Luxury to Creative Intimacy
Why Thibaut Perrin-Faivre Chose Ulla Johnson
After senior leadership roles at Burberry in London and New York, Perrin-Faivre wanted to be closer to the heartbeat of creation. At Ulla Johnson’s serene SoHo headquarters on Lafayette Street, he reports directly to founding designer and chairwoman Ulla Johnson—a setup that keeps strategy and studio in constant conversation.
The move felt intuitive: a globally trained operator stepping into a brand defined by instinct and craft. For a CEO who thrives around artists, makers, and meticulous product, the fit was immediate.
Experience That Translates
At Burberry, Perrin-Faivre led both wholesale transformation and retail growth before becoming president of the Americas. That mix—operational rigor plus regional nuance—now powers Ulla Johnson’s next phase. The goal isn’t speed; it’s precision.
Accessories that echo the house’s handcrafted DNA.
A Brand Designed Like a Home
Ulla Johnson’s spaces feel lived-in and luminous. The Amagansett boutique is a cottage-like townhouse, while Los Angeles unfurls over 3,000 square feet with a 16-foot Brachychiton tree and a lush solarium nurtured by Malibu nurseries.
That residential warmth isn’t an aesthetic afterthought—it’s the brand in three dimensions. The result? A community of followers who respond with genuine love and loyalty.
Ulla Johnson, whose vision bridges art, craft, and modern femininity.
Elevating the Wardrobe, Thoughtfully
Product Comes First
Perrin-Faivre’s earliest priority was clear: elevate the product proposition without simply hiking prices. That means refined fabrications, considered fits, and new wardrobe pillars that expand the house vocabulary.
- Denim evolved into a year-round staple.
- Knitwear emerged as a star—closer to the body, ultra-feminine, and effortlessly comfortable.
- Sharper fit architecture across ready-to-wear and accessories.
- A focus on price–value that feels fair, modern, and elevated.
It’s the kind of intimacy only a woman designing for women can achieve—understanding what to accentuate, what to soften, and how we want to feel from daylight to after dark.
Spring standouts with movement and ease.
Grow, But Protect the Magic
The business has been profitable from the start, and the mandate is to expand with care. Over-distribution steals the spark of discovery; this team would rather sell out than dilute the allure.
The result is a tight buy, no outlets, and a high full-price sell-through—plus a loyal returning client base that proves the strategy works.
Thibaut Perrin-Faivre brings global luxury discipline to a fiercely creative house.
Where the Growth Is
Stores and Geography
Three boutiques anchor the brand today—Bleecker Street, Amagansett, and Los Angeles—with a new Madison Avenue address (in the 70s) set for Q4 2025. Each space is designed as an intimate experience rather than a footprint play.
Wholesale distribution spans 75 countries. New doors include Lane Crawford in March and Harrods in June, with deeper expansion planned in Paris, London, and Southeast Asia.
Signature prints and sculptural silhouettes remain core to the house.
Made by Hands, Everywhere
Design remains in-house, with a global network of artisans bringing it to life. Shoes are developed with Himco SpA, a leader in luxury accessories manufacturing.
- Jewelry: created with a partner in Kenya.
- Dresses: crafted in Peru, alongside work in India, Uruguay, Italy, Brazil, and Kenya.
- Handbags & small leather goods: built around leather, natural fibers, and textiles.
It’s a modern supply chain that honors craft, elevates community, and keeps the brand’s tactility intact.
The Digital Engine
DTC, CRM, and the Return Client
Direct-to-consumer now accounts for half the business and is paced to reach 55 percent in 2025—with a 10-year target of 75 percent DTC. The rationale is simple: closer relationships, richer insights, and better service for clients.
Investment in CRM and digital storytelling has paid off with nearly 60 percent returning customers. When clients discover a ready-to-wear brand that fits their lives, they come back.
On the site, pieces are shown in movement to mirror real life.
Storytelling That Serves
Online, you’ll see pieces in motion and detailed fit notes—including model sizing—so clients can shop with confidence. With tight buys and no outlets, the brand prioritizes full-price sell-through and avoids overproduction.
Selective wholesale partnerships include Bergdorf Goodman, Neiman Marcus, Nordstrom, Saks, and Shopbop—the latter bringing a younger cohort into the fold.
Accessories scale the brand’s artistry into everyday luxuries.
New Categories, Same Soul
Ulla Johnson has always lived at the intersection of fashion and culture. Recent and past collaborations span Lee Krasner (spring), Cabana for homeware, Garrett Leight for eyewear, Sisley Paris for cosmetics, landscape designer Miranda Brooks, and even a custom juice with Erewhon.
Beauty makes natural sense for this universe, with candles and fragrance on the near horizon—an expansion Malibu tastemakers will be watching closely.
Culture You Can Feel
With close to 100 employees and low attrition, the brand’s culture is defined by kindness and purpose. Perrin-Faivre builds on strong foundations while sharpening focus in categories like knitwear and bags.
Handbags now center on three pillars: leather, natural fibers (think raffia), and textile (printed cotton for travel). And while the brand is synonymous with spring, recent performance shows strong fall demand—outerwear and suiting included.
Pricing With Integrity
The brand’s pricing strategy is deliberate: an average of around $600, with offerings from $250 for entry tops to $3,000 for hand-worked gowns. It’s about genuine value, not inflated novelty.
In an unpredictable market, agility is the strategy. Plans exist, of course—but so does the flexibility to pivot quickly as clients and culture evolve.
Art as a North Star
Art isn’t a mood board at Ulla Johnson; it’s a long-standing love language. This season’s collaboration with abstract expressionist Lee Krasner reimagines her work across silk and georgette—representing a meaningful slice of the spring collection.
It’s also a celebration of women artists and a reminder that clothing can carry ideas—with grace and purpose.
Personal, Proud, and Forward
On a personal note, Perrin-Faivre is candid about finding a home that mirrors his values—and about the joy of building something meaningful with a creative partner in life as well. He’s also vocal about representation in leadership and the importance of advocating for inclusion.
In short: this is a house led with both heart and high standards. And that combination is rare.
Handbags refine the brand’s language across leather, raffia, and textile.
Where to Keep an Eye
- Knitwear with sculpted, body-conscious silhouettes.
- Handbags across leather, raffia, and printed textiles.
- DTC growth with richer digital experiences and CRM.
- Beauty explorations—candles and fragrance on the horizon.
- Madison Avenue boutique opening, Q4 2025.
Ulla Johnson is proving that modern luxury can be intimate, artful, and deeply client-obsessed. If you’re as smitten with thoughtful design as we are at Malibu Elixir, now is the moment to lean in.
Your turn: Tell us which Ulla pieces you’re loving this season—or the category you want to see next. If you’re in Los Angeles, carve out time to visit the airy Beverly Boulevard boutique and let the space work its quiet magic. And if you’re beyond the coast, explore the collection online in motion—then come back and share what moved you. We’re listening.
