The French wine retail chain Nicolas appoints Cathy Collart Geiger as its new CEO, ending a multi-month vacancy at the top. The position had been held on an interim basis by President Alain Castel since the last quarter of 2024, after long-time Director Eudes Morgan de Rivery left the company the previous year.
With Collart Geiger, the chain, which has belonged to the 'Castel' wine group since 1988, brings a seasoned sales and retail specialist on board. Collart Geiger, a graduate of the renowned international business school 'IPAG' and a Lieutenant Colonel in the Air and Space Force, began her career at the department store chain 'Auchan', where she rose from hypermarket store manager to Regional Director in China. After moving through various leadership roles at the supermarket group 'Intermarché', she returned to 'Auchan' once more as Director of Customers, Innovation, Brand, and Retail Concepts, before then moving to the frozen food producer 'Picard' as CEO in 2020. Following her departure in 2023, her roles included serving as a board member for the plastic-free supermarket chain 'Le drive tout nu'.
Transformations ahead
According to the company, Collart Geiger's main task will be the strategic transformation of the heritage company, which is over 200 years old. Nicolas had already recently signaled impending transformation by announcing price cuts for around 100 items and introducing product innovations such as unconventional varietal blends or the hybrid drink 'Hip!'.
In an interview with the trade publication 'LSA Commerce & Consommation' (LSA), the new CEO announced plans to reinvent the Nicolas brand image and rethink the store concept. The store network is set to be expanded – including internationally – the product offering reshaped and modernized, and the digital presence strengthened. "I am here," said Collart Geiger, "to bring innovation and change the customer experience."
According to 'LSA', Nicolas is France's leading wine retailer with a 10% market share and has a network of 479 stores in France and 86 locations in 14 other countries. Its most recently reported consolidated revenue was €300m. SP
