Strategic Shift at Etos: New Leader on Board
Zaandam, woensdag, 4 juni 2025.
Ahold Delhaize has appointed Lynne Bruning-van Gessel as the new brand president of Etos, effective 1 July 2025. Bruning-van Gessel, currently the commercial director, will succeed Pieter Saman, who is departing for Food Lion in the United States. With a background of 15 years at L’Oréal and already two years active at Etos, she brings profound commercial expertise. Her appointment marks a strategic repositioning of the pharmacy retail brand, with a focus on customer experience and brand strategy. CEO Claude Sarrailh emphasises her sharp commercial insight and connecting leadership as crucial factors for Etos’s future growth.
New Leadership at Etos
Ahold Delhaize announced last Tuesday the appointment of Lynne Bruning-van Gessel as the new brand president of Etos, effective 1 July 2025 [1][2]. The appointment follows the departure of Pieter Saman, who will take up a new position at Food Lion in the United States [3].
Background and Expertise
Bruning-van Gessel boasts an impressive career, with over fifteen years of experience at L’Oréal in various leadership roles, including General Manager of the Active Cosmetics division [4]. Since 2022, she has been working at Etos as commercial director, where she has played a key role in renewing the product range and refining the strategy [2][5].
Strategic Vision
Claude Sarrailh, CEO of Ahold Delhaize Europe & Indonesia, praises Bruning-van Gessel for her ‘sharp commercial insight and connecting leadership’ [2]. Her appointment is seen as a strategic move to further develop and strengthen Etos in the Dutch pharmacy retail market [3][4].