Shiseido shakes up ops to accelerate US growth

By Andrew McDougall

- Last updated on GMT

Related tags United states Brand management Brand

Global cosmetics company Shiseido has announced three key changes to its organizational structure in the US designed to strengthen corporate support for its range of brands, and provide an improved platform to accelerate its growth both in the US and globally.

The Tokyo-headquartered firm will align the US functions of its premier consumer brands, including Bare Escentuals, Beauté Prestige International USA, NARS, and Shiseido, into a unified, shared services platform.

The company also announced the consolidation of US distribution operations for most of its brands at its distribution center in Columbus, Ohio, which will become the Shiseido Americas Distribution Center.

Brand benefits

Carsten Fischer, representative director and CEO Global Business of Shiseido believes the changes will benefit the company’s brands in the region.

“We are committed to preserving each brand’s unique character and individual spirit, and we expect this shared services platform will better position each of the brands for future growth by providing world class support in the US,”​ he said.

“By combining the back office strengths of our various brands, each can become a stronger player in the US as well as globally, and the company can more efficiently and effectively serve its valued partners and customers.”

Streamlining ops

Shiseido has also begun the process of streamlining its US distribution operations and expects to complete the facility consolidation by the end of the third quarter of 2013.

The Columbus center will expand its operations to handle shipment of products to the Americas and globally for multiple brands.

A smaller distribution center will also be established at Shiseido’s existing manufacturing facility in New Jersey, and will handle export of US-manufactured Shiseido brand products to Europe and Asia.

Organizational changes

In connection with these organizational changes, Shiseido has also made several personnel announcements.

Pankaj Gupta, who has been serving as executive vice president, Finance & Operations and CFO for Shiseido Americas since September of last year, will now also serve as regional CFO.

Elsewhere, Deanna Chechile, general counsel for Bare Escentuals, will now also serve as regional head of Legal, whilst Ginger DeLeo, has joined the sompany as regional head of Human Resources.

Related news