Sylvie Freund Pickavance

Sylvie Freund Pickavance

Group Strategy & Business Development Director, Value Retail PLC


Sylvie Freund Pickavance is a graduate of ESCP Europe Business School in Paris, completing her business studies at Shenzhen University in 1989 and gaining fluency in Mandarin. Sylvie went on to join Cartier in Hong Kong, staying for seven years and working in marketing before becoming head of retail for the Asia–Pacific region, overseeing their network expansion. In 2000 Sylvie transferred to New York, becoming responsible for retail and marketing in North America for the next five years. She moved to London in 2002 to join the newly created De Beers–LVMH joint venture and was a founding member of the team that created and launched De Beers Jewellers, establishing the brand across four continents. In 2006 Sylvie moved to Paris to take on the role of CEO of French lingerie brand Princesse tam•tam with a distribution in 30 countries, succeeding the founders after they sold the company to Fast Retailing. At Princesse tam•tam Sylvie successfully increased the retail coverage of the French market, including the launch of an integrated click and mortar e-commerce platform.

In 2009 she joined Value Retail, the creator and operator of the Chic Outlet Shopping® Villages in Europe and China, which include Bicester Village in the UK where she was Business Director for five years, later taking on the additional roles of Business Director of Fidenza Village in Italy in 2010 and Kildare Village in Ireland in 2011. She launched Value Retail’s CRM and customer insight initiatives, before becoming Director of Group Strategy and Business Development in 2015.  

Sylvie is a French national and is married with three children.