In his first interview since taking the job, the executive discusses upgrading service, a revamped ground floor and holiday prospects amid ongoing protests.

Five months after taking over as chief executive officer of Printemps, Rémy Baume has made that retail maxim the foundation of his strategy for the French department store group.

The executive stepped into the role with more than two decades of experience spanning investment banking, consulting, retail and fashion, most recently as CEO of French fashion brand Zadig & Voltaire.

As Printemps’ flagship on Boulevard Haussmann gears up for the holiday season with a revamped ground-floor women’s department, Baume sat down with WWD to talk about how he plans to leverage customer service, product offer and AI to navigate a turbulent retail landscape.

“We have a solid grasp of our business in terms of our target audience and the relevance of our offer, but we can do better. I’ve led brands that are B2C, like Printemps, and I see a major opportunity to manage the business more effectively through the customer lens,” he said in his first interview since taking the job.

“It’s an opportunity from a management standpoint, but above all — and this is the exciting part — it’s an opportunity to rethink hospitality. An institution like Printemps is so visceral and emotional: people are moved more by what they experience than by what they’re told or what they buy. So what emotion are we conveying?” Baume asked.

Printemps operates 19 department stores, including two international locations in Doha, Qatar, and New York City.

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