François-Henri Bennhamias’ New Project Seeks to Challenge Luxury’s Ways

PARIS – Growth is good and the more, the better.

That’s a paradigm seasoned executive François-Henri Bennahmias wants to challenge – and eventually change – across the luxury industry with The Honourable Merchants Group, unveiled Wednesday at a conference in Luzern, Switzerland.

With the new company, structured as a holding entity and headquartered in Nyon, Switzerland, Bennahmias wants to “change the world of business as we have known it for a long time,” he told WWD in an exclusive interview.

“Since the end of the Second World War, the world has worked on ‘more’ and wanting ever more, growing – that was normal after a conflict,” he continued. “But in the last 20 years, we’ve started to notice that [this] has started to wreak havoc on the environment, on a human level. There are plent