Simon Grandry, 35, Global Wholesale Director at Casablanca Paris and founder of SG24, a platform focused on building and scaling emerging fashion brands internationally.
Previously: 12+ years in luxury wholesale, brand development and international distribution across Europe, APAC, North America and the Middle East.
What got you into your job? Tell us your story.
I’ve always been fascinated by the intersection between product, people and culture.I started in sales and wholesale and quickly realised that what I enjoyed most wasn’t selling products, but building businesses. Over the past 12+ years, I worked my way through different international markets and eventually joined Casablanca Paris where I now oversee global wholesale.
At the same time, I’ve been building SG24, because I genuinely believe there’s room for a new generation of agile platforms that help emerging brands grow globally without losing their identity.
Ultimately, I love connecting creative talent with commercial opportunities.
What was your style like as a teenager? And was there a defining inspiration in your younger life that shaped the way you dress?
Very skate and sport influenced.
Vans, graphic tees, hoodies, baggy silhouettes and a mix of whatever felt authentic rather than trendy.
I’ve always gravitated towards brands that sit between sport, luxury and culture. That hasn’t really changed, only the quality improved.
How has your culture, upbringing, or background influenced the way you see fashion?
Growing up in Antwerp gave me practicality.
Living in Milan taught me elegance.
Spending a significant part of my life in Beijing taught me scale, speed and adaptability.
Fashion is global now and I think those three worlds together have shaped my perspective.
Talk us through your role and its contribution to your brand/company?
At Casablanca, I oversee global wholesale distribution. My role is to ensure the right product ends up with the right partners around the world while protecting the long-term positioning of the brand.
It’s a balance between commercial performance and brand desirability.
How do you navigate the distribution for Casablanca?
Very selectively.
Not every retailer should carry every brand. Distribution isn’t about opening as many doors as possible, it’s about opening the right ones and building sustainable partnerships over time.
The best growth is often controlled growth.
The most challenging part of your job? A part that people don’t talk about?
Managing expectations.
Fashion looks glamorous from the outside, but behind the scenes it’s a lot of relationship management, forecasting, difficult conversations and constant problem-solving.
The human side is probably the hardest part.
What’s something about the fashion industry that took you years to learn?
Relationships compound.
Everyone focuses on seasons, but the industry is actually built over decades.
Trust always outperforms short-term wins.
A proud moment for you in your career so far?
Being able to build an international life that genuinely reflects who I am.
I live between Milan and Beijing, work with incredible people globally, have a family and simultaneously build projects of my own. Ten years ago that felt impossible.
What change do you wish to see in the fashion industry/wholesale world?
Less noise.
Less overproduction.
Fewer collections.
More intention.
AI in fashion. What’s your take/expectations or predictions?
AI won’t replace creativity.
It will replace inefficiency.
The brands that win will use AI to move faster while becoming even more human in their storytelling.
What do you think matters too much in fashion right now? And where should the focus be more on in the future?
Virality.
Too many decisions are made around algorithms instead of longevity.
I think the focus should shift back towards product, communities and genuine brand worlds.
What advice would you give to your younger self if you were restarting your journey?
Take more risks earlier.
Don’t wait until everything is perfect.
Trust your instincts.
And remember that your career is a marathon, not a sprint.
Also, spend more time with family because those moments compound faster than any business success ever will.
