Francis Srun Keynote Speaker

International luxury retail expert with 20+ years’ experience
Former executive with Piaget, Boucheron and Ralph Lauren
Author of the acclaimed Luxury Selling and Vendre Le Luxe

Francis Srun's Biography

Francis SRUN is a world-class Luxury Grand Expert, with a successful 20 years of Luxury Experience as International Retail Director and CEO. – with brands and groups such as Piaget (CH), Boucheron (FR), Ralph Lauren (US).

SRUN was appointed board director of SMCP Paris (at Market listing in Paris) and The Kidiliz Group (FR, 300 million EUR), representing two China-listed groups (Shandong Ruyi, SEMIR Group), part of the executive committee.

SRUN describes his professional path with some “fun” milestones”:

Opening of the first Carrefour Hypermarket in Shanghai
Opening of the first RELAY boutique in Taipei (Lagardère Group)
Opening of the first boutique for Piaget in Taiwan
Creation of new Piaget boutique concept & Operations
Working for Mr RL on Ralph Lauren Watches and Jewellery
Re-launching Boucheron in APAC
Acquisition / structuring Aquascutum UK
Re-structuring Kidiliz Group (Kids fashion)

He also prides himself as an Author, with books considered as the reference in Luxury Selling, relational techniques

– “Vendre Le Luxe”, 2013, Eyrolles, Paris (Third Edition 2027)
– “Luxury Selling”, 2017; Palgrave McMillian, London (Second Edition 2026)

Francis SRUN is now based in Paris and created his Agency LUXURY SELLING (part of the French MCR Group) – an operation Luxury Retail Performance company – contributing to a better Luxury Experience with high sales through People Performance Programs.

SRUN speaks at international/commercial conferences and is currently a visiting professor, notably at Porto Business School.

Francis SRUN graduated from the French KEDGE Business School Grande École program SUP DE CO in 1993. He is also a Swiss-certified professional coach and trainer. He served as a French officer and was trained at the Saint-Cyr Coëtquidan (1990).

60, Francis SRUN is a French citizen, born in Cambodia of Chinese descendants. Trilingual French English-Chinese, he speaks with pleasure also 3 Chinese dialects: Chao-chow, Cantonese and Taiwanese. He lives in London with frequent travels to Paris and China.

Be Luxury: go beyond “packaging” and “storytelling” – dare to be

Your brand aspires to be Luxury. Your product is amazing. Your packaging is impressive. Your storytelling sounds amazing. Your store is built with marble. Some ingredients are still missing… SRUN explores with concrete examples what makes Luxury truly Luxury: it’s about People: The Spirit, Intelligence and a lot of work…

Ultra Luxury Client: Know how they decide, and… not decide

When there is a decision, there is a process. When your client is your store, what are their decision process? The service provided is excellent, but it is not sufficient… SRUN uses the theory of “3 brains” to explain fears, desires and rationality in the decision process.

Luxury Retail: what KPI do not tell and cannot help

The thermometer gives you the temperature, but not the sun! Brands implement KPI and monitor closely, but this is not sufficient. SRUN explain the concept of the 3 B implementation: The Basics (not negotiable), Behaviour (natural), Best practices (effective).

Luxury Retail: the art of Influence in the age of Ai

Client’s information is evolving constantly: print, TV, internet, social media, Ai. Especially in China, where the adoption is speedy. What Ai is saying about your brand, your product? If your client is asking for advice to Ai agent, what do they get? SRUN invites you to integrate AI as your best influence partner.

He is a globally recognised luxury retail expert with more than two decades of leadership experience across some of the world’s most prestigious luxury brands.
He translates deep expertise in luxury customer experience, retail transformation and relationship selling into practical strategies for premium brands and organisations.
He brings exceptional international credibility through senior leadership roles with Piaget, Boucheron, Ralph Lauren and major global retail groups.
He is an engaging speaker and author whose insights combine commercial performance, cultural intelligence and human-centred leadership.
His insights equip organisations to elevate customer experience, strengthen luxury positioning and drive high-performance sales cultures in competitive global markets.