PE-backed Pirch recruits Dorigo as new president and CEO

Home retailer Pirch has named Andrea Dorigo as president and CEO. Previously, Dorigo worked at Luxottica where he held several senior leadership roles. Pirch is backed by L Catterton.


SAN DIEGO, Sept. 28, 2016 /PRNewswire/ — Pirch, the innovative home retailer that showcases the world’s most admired kitchen, bath and outdoor appliances, today announced that Andrea Dorigo has been appointed President and Chief Executive Officer, effective immediately. Mr. Dorigo was recruited by the Board of Directors to succeed co-founder Jeffery R. Sears, who will serve as Non-Executive Chairman of the Board of Directors.

Since the Company’s founding in 2009, Pirch has grown rapidly, expanding from one to nine showrooms, including recent openings in New York City and an upcoming opening in Austin, TX. Pirch has been named to Forbes’ list of “America’s 100 Most Promising Companies” two years in a row, and been the recipient of several awards from the Association for Retail Environments. L Catterton and other existing investors have invested significant additional growth capital to support the Company’s rapid organic growth and continued national retail expansion.

Prior to joining Pirch, Mr. Dorigo gained extensive experience in the premium retail market during his time at Luxottica, a leader in luxury eyewear, where he served in senior leadership positions in both Europe and North America, including President of Wholesale North America and Global President of Oakley. Prior to Oakley, Mr. Dorigo served as President of North America and Global CMO at Brooks Brothers.

“I am thrilled to take on this new role at Pirch as we continue to elevate the home retail market through our unique focus on the satisfaction of our guests,” said Mr. Dorigo. “Jeffery has helped to build the only company in the luxury home appliance space that provides an immersive experience for its guests, with showrooms that allow them to test drive the pieces that will eventually make their house feel like a home. As we continue to expand this innovative concept across major US markets, I look forward to finding novel ways for our guests to express their lifestyles through our products, enabling us to drive growth, profitability and success.”

“We are excited to be making an additional growth investment in Pirch, and to have someone with Andrea’s experience and capability leading the Company into its next phase of growth and industry leadership,” said Scott Dahnke, Global Co-Chief Executive Officer of L Catterton. “Pirch has a unique and innovative retail model that is a game-changer in the industry, and we look forward to the Company’s continued expansion as it brings its multi-brand, immersive guest experience to a growing number of consumers.”

About Andrea Dorigo
Mr. Dorigo has extensive design, lifestyle and luxury expertise from his time at Luxottica Group, a worldwide leader in design, manufacturing and distribution of luxury and premium eyewear. At Luxottica he held roles of increasing responsibility in Europe and North America, where he also served as President of Brooks Brothers, one of the oldest apparel brands in the world. Most recently, he was President of Oakley, the iconic California brand known for its cutting edge sport performance equipment. Prior to joining Luxottica in 2005, Mr. Dorigo worked with Safilo and Giorgio Armani in Italy and was a consultant for McKinsey & Company. He holds a master degree in economics and social sciences from Bocconi University.

About Pirch
Driven by an unbridled passion to reinvent the entire retail shopping experience, Pirch carefully curates and presents only leading brands for indoor and outdoor kitchens and bath. And, for the first time in the industry, Pirch brings these brands to life in experiential showrooms allowing guests to try before they buy so they can make informed decisions. The result is a “one-stop-shop” where guests can focus on how they live, rather than what they want to buy. For more information visit
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About L Catterton
L Catterton, formed in 2016 through the partnership of Catterton, LVMH and Groupe Arnault, is the largest consumer-focused private equity firm in the world, operating multiple funds out of seventeen offices across five continents. Since its founding in 1989, Catterton has leveraged its category insight, strategic and operating skills, and network of industry contacts to establish one of the strongest private equity investment track records in the middle market. L Catterton builds on this heritage and the strong track record of LVMH and Groupe Arnault’s existing European and Asian private equity and real estate operations, conducted under the L Capital and L Real Estate franchises. L Catterton invests in all major consumer segments, including: Food and Beverage, Retail and Restaurants, Beauty and Wellness, Fashion and Accessories, Consumer Products and Services, Consumer Health, and Media and Marketing Services, as well as real estate projects anchored by luxury retail. L Catterton’s investments include: Restoration Hardware, Baccarat, John Hardy, Sweaty Betty, Frederic Fekkai, Ba&sh, Sandro & Maje, Vicini / Zanotti and Charles & Keith, to name a few. More information about L Catterton can be found at