Baccarat, French luxury crystal house with a remarkable legacy, recently celebrated its 260th anniversary. Scott Kerr sits down with Adam Banfield, president and CEO of Baccarat North America, to discuss the brand's vision of moving beyond crystal and become a true lifestyle brand. Adam talks about how it brings Baccarat's brand identity to its hotels and residences, investing in its boutiques to improve the shopping experience, expanding into wax, porcelain and leather product categories, winning over younger audiences with the success of its 'Emily in Paris' collaboration and becoming a TikTok sensation for its Rouge 540 fragrance. Plus: The strategy behind moving its Manhattan flagship from tony Madison Avenue to the Meatpacking District.

Featuring: Adam Banfield, President and CEO of Baccarat North America (baccarat.com)

Host: Scott Kerr, Founder & President of Silvertone Consulting

About The Luxury Item podcast: It's a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry.

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