La Redoute has named Marie Mercier Briand as its new head of AI and innovation, underscoring the importance of technology for retailers. This new role highlights the company’s increasing focus on artificial intelligence and its long-term digital plans.
This is more than a usual leadership change. It shows how La Redoute is getting ready for the future of online shopping. As AI-driven experiences, sometimes called “agentic commerce,” grow in importance, the company is investing in leaders to help make this change happen.
Mercier Briand has been with La Redoute since 2017 and has steadily advanced. She was most recently the chief global marketing and digital experience officer, focusing on improving customer journeys and boosting the company’s online presence. Her promotion shows La Redoute trusts its own talent to lead its next growth phase.
Her background shows why she’s a great fit for this role. She began in branding and consulting with agencies like Dragon Rouge and companies such as Abileo and Novedia Consulting. Over time, she built experience in marketing, strategy, and retail transformation. Later, at PwC in Paris, she led the Experience Centre, helping companies rethink digital change. This blend of creative and strategic skills will likely influence how she leads AI efforts at La Redoute.
La Redoute today works in a very different setting than before. Owned by the Galeries Lafayette Group, it now earns about 90% of its revenue online. It serves nearly 10 million customers in France and abroad. Still, it keeps a small physical presence with around 30 retail corners in department stores.
The numbers also reflect how the business is changing. La Redoute had over €1 billion in revenue in 2020, but recent figures show €816 million in 2023. This makes digital efficiency and innovation even more important going forward.
By creating a dedicated AI and innovation role, La Redoute is making it clear that technology will play a central role in its strategy. The goal is not just to keep up with competitors, but to build smarter, more personalised shopping experiences for customers.
Simply put, this appointment is about getting ready for the future of retail. With Mercier Briand leading the way, La Redoute is betting on experience, continuity, and a strong move toward AI-driven growth.
