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TRAUB was initially engaged to provide an objective assessment of the company and the products offered in this fiercely competitive industry. As a result of this assessment, the company engaged TRAUB to lead an effort to restage the brand, improve operations and capitalize on the rich heritage and superior products. In this role, TRAUB has assumed a hands on role in management of the company and functions as Interim CEO, overseeing all activities relating to company operations.
In April 2017, Borghese successfully relaunched the brand in the United States and Asia with fresh packaging, branding, a new website, global distribution strategy and a new brand ambassador, Mariacarla Boscono. TRAUB continues to oversee company operations in making the restaged brand a success on-and offline and around the world.