a•partébusiness

Independent advisor · New York

Brand strategy and growth for houses that want to last in America

I advise beauty, fashion, fragrance and wellness brands on strategy, go-to-market and P&L. I work between New York and my Paris roots.

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Portrait of Sarah Hachem, independent advisor based in New York

Sarah Hachem

What I do

Four ways I help brands grow

Each engagement joins brand judgment with commercial and financial discipline.

  1. 01

    Brand and commercial strategy

    I assess portfolio, distribution and market potential. Then I set priorities for selective, brand-true growth.

    • Portfolio review
    • Market prioritization
    • Hero assortment
  2. 02

    Go-to-market and US entry

    For French and European brands, I define where the brand belongs in New York. The choice follows its story, art direction and branding.

    • Market entry plan
    • Placement in New York
    • Execution on the ground
  3. 03

    P&L ownership and business planning

    I build multi-year roadmaps and own performance against them. Investment follows sales trends, market feedback and ROI.

    • Multi-year roadmaps
    • Investment allocation
    • Executive business reviews
  4. 04

    Launches, activation and distribution

    I run launches from assortment to the store floor. Channels, retailers and visual merchandising move together.

    • Launch commercialization
    • Activation roadmaps
    • Retail and distribution

Current work

Four engagements in progress

Client names stay private. The last project is my own venture.

  • Health tech · Aesthetics

    AI-powered aesthetic surgery preview platform

    A US platform founded by a plastic surgeon. I lead its go-to-market.

    Leading go-to-market

  • Creative studio · Fragrance

    Multisensory creative studio, built around fragrance

    A Paris studio that creates concepts and creative work for brands. I am developing it, with the goal of establishing it in the US.

    Developing the studio from Paris

  • Fragrance · Beauty

    US market entry for French brands

    I help French companies decide where to be in the US, based on their story, art direction and branding. For a fragrance brand, that meant choosing places in New York and making it happen.

    Advisor on US market entry

  • Community · Beauty

    a•parté, small beauty gatherings in New York

    A community I am founding on the side. I host each gathering myself.

    Founder and host

    Visit aparte-ny.com →

Background

Nearly a decade inside the houses

I started in finance at Dior and moved into commercial strategy. Each role added more scope and more ownership.

  1. 2023 to 2024

    Puig

    L'Artisan Parfumeur

    Business Development Senior Manager

    I redesigned the international go-to-market across 28 countries and drove 10+ store openings, including Dubai Mall. I also quantified and mitigated about €10M of revenue at risk.

  2. 2021 to 2022

    Puig

    Christian Louboutin Beauté, Comme des Garçons

    Finance Business Partner

    I built the 5-year roadmap for an €80M portfolio, including the brand's first US doors. I owned P&L performance and drove a 7-point gross margin gain for Louboutin Beauty.

  3. 2019 to 2021

    Estée Lauder Companies

    Kilian Paris, Éditions de Parfums Frédéric Malle

    Financial Controller and Business Analyst

    I built the 3-year growth roadmap across 32 markets, contributing to 10%+ yearly growth. I also tracked monthly sell-out by retailer, door and SKU.

  4. 2017 to 2019

    Christian Dior Couture

    Financial Controller and Business Analyst

    I analyzed weekly and monthly retail KPIs and reviewed P&L costs against budget. I contributed to budget planning and revisions.

Education and languages

  • Columbia Business SchoolMBA, Strategy (May 2026)
  • Grenoble Business SchoolMaster's degree, Management

French and Arabic (native), Spanish (fluent), Italian (intermediate).

How I work

Three principles

  • Brand expertise, financial discipline

    I respect what makes a house distinct. I also test every plan with business cases, sales thresholds and ROI.

  • From strategy to the store floor

    A strategy is only useful when it reaches the market. I stay close to assortment, merchandising and the doors where the product is sold.

  • French roots, US base

    I know how French and European houses think. I now work from New York, where they want to grow.

Contact

Let's talk about your next market

Tell me about your brand and where you want it to go.

Write to Sarah