MILAN — Storied Italian linens firm Frette made its first executive hire since it was bought by Raza Heritage Holdings, a consortium of strategic and private equity investors. Frette told WWD on Tuesday that it hired fashion veteran Cristiano Quieti as its chief merchandising and marketing officer. The position is a newly created strategic position for Frette and is based in New York City, the company said.

The new role reflects Frette’s focus on reinforcing its position in the global luxury market and at the same time efforts to ensure the brand remains at the forefront of design, craftsmanship and customer experience.

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“As we look toward the future, this leadership change positions Frette for significant growth. We are delighted to welcome Cristiano Quieti to the Frette family. His expertise and leadership will be crucial in guiding us through the next phase of our journey, ensuring we continue to build on our 160-year legacy as an industry leader,” chief executive officer Filippo Arnaboldi said in a statement.

In September 2023, Raza Heritage Holdings purchased Frette from London-based private equity fund Change Capital Partners. Raza includes Chinese billionaire Ding Shizhong, chairman of Anta Sportswear, one of China’s largest sportswear makers, the company said. Shizhong made a personal investment via a private family investment vehicle. The consortium of private investors also includes Hong Kong businesswoman Adrienne Marie Ma, the former president of Joyce Boutique Group Ltd.

According to Quieti’s LinkedIn profile, he worked at Diesel U.S. for more than 14 years, culminating in his role as U.S. CEO for almost two years in 2011. In 2013, he was president and CEO of John Varvatos Enterprises and later held senior vice president roles at both Kate Spade and Coach. In 2019, he founded an advisory firm 51BlueLane. In his new role, he will be ultimately tasked with expanding Frette’s presence in key global markets. He will also spearhead marketing communications and the evolution of the firm’s brand identity.

In September, Frette made its debut with a yacht at the Monaco Yacht Show with an eponymous yacht owned by an investor and member of its parent company, Raza Heritage Holdings. The appearance was an opportunity to showcase its bespoke capabilities via its M/Y Frette initiative, envisaged specifically for a yacht’s interior, providing an added layer of luxurious details to the vessel, and showcasing the essence of Frette’s bespoke artistry and knowledge. The concept was also on display via an installation at Hotel de Paris.