Alexandre Ratté has more than 20 years of experience in the retail environment, at the operational, strategic and human resources levels.

After working for major companies such as Hudson Bay, Le Château and NESPRESSO, he joined L’Oréal in 2015 when he was entrusted with the position of General Manager of L’Oréal Canada’s Kiehl's brand, a role he played successfully thanks to his modern and pragmatic leadership and his profound retail expertise. Next to driving
the brand’s business, he has led several transformation projects, by systematically placing the customer and the consumer experience at the heart of the strategies.

In 2019, he became Chief Retail Officer (CRO). Based on the experience of some of the company’s 37 brands, such as Kiehl’s successful boutiques, the rapidly expanding NYX retail operations and the booming of Urban Decay’s retail activities, his current mandate is to manage retail operations as a strategic business driver and to implement best-in-class processes, systems and synergies across all of L’Oréal Canada’s divisions. He is also in charge of developing a holistic retail strategy, create and negotiate strategic partnerships with real estate landlords, develop best-in-class retail operation solutions and synergies in back-office procedures, as well as establish seamless omni-channel experiences linked with e-commerce and CRM. Finally, he is also responsible for improving L’Oréal Canada’s organisational retail knowledge, as well as ensuring a unique and distinctive in-store customer service and brand experience.

Graduated from HEC Montréal (MBA), London Business School’s Leadership Program and INSEAD’s Management Program, his passion for the customer experience journey has always been at the root of his decisions.

A regular speaker at various industry events, Mr. Ratté is also a member of L’Oréal Canada’s Executive Management Committee. He lives in Montreal with his family.

Speaking on: Please don't touch: Retail's new reality