WestGroupe Announces Retirement of Beverly Suliteanu and Appoints Natalie Lacroce as VP, Brand & Product Planning
Tuesday, May 19 2026 | 14 h 57 min | News
WestGroupe announces the retirement of Beverly Suliteanu, Vice President, Product Development; Creative Director, effective May 31ˢᵗ, 2026, marking the close of an extraordinary chapter in the company’s history and the evolution of a family-led business.
A second-generation leader, Beverly has been an integral part of WestGroupe’s leadership for more than three decades, working alongside her brother, Michael Suliteanu, and Mike DeBono. Since joining the company in 1994, she has played a defining role in shaping its product vision, creative direction, and brand portfolio.
Over her tenure, Beverly led product development and creative direction for more than 30 years, driving the creation and long-term success of cornerstone brands including KLiiK denmark, Fysh, Evatik, OTP, and Superflex, collections that continue to resonate in the market decades after their launch. Guided by her vision, WestGroupe was among the first North American eyewear companies to invest in building its own proprietary brands at a time when the industry was largely driven by licensed labels. Beginning in the early 2000s, she led the development of these collections, which continue to perform strongly today. This long-term relevance is complemented by the enduring success of Superflex, a collection with more than 50 years of history. Together, these brands reflect an uncommon longevity in an industry often defined by rapid brand turnover, underscoring WestGroupe’s ability to build and sustain meaningful brand equity over time.
She also played a pivotal role in expanding WestGroupe’s brand portfolio through strategic distribution partnerships, bringing internationally recognized brands such as Stepper, Moleskine and AllSaints, along with distinctive independent eyewear collections including Sunday Somewhere and NanoVista, into the company’s evolving assortment.
Beyond product, Beverly’s impact has been deeply felt across the organization through her leadership, mentorship, and unwavering commitment to building brands with clarity, purpose, and longevity.
“Beverly is not only my sister, but my partner in building this business,” said Michael Suliteanu. “Together, we carried forward what our father started and worked side by side to grow WestGroupe into what it is today. Her passion for product, her instinct for design, and her dedication to doing things the right way has shaped every part of this company. While this is a well-deserved next chapter for her, her presence, energy, and vision will be deeply missed, both personally and professionally.”
As part of this transition, WestGroupe announces the appointment of Natalie Lacroce as Vice President, Brand & Product Planning.
In her new role, Lacroce will lead the strategic direction of WestGroupe’s brand portfolio, overseeing product planning, lifecycle management, and long-term brand development. She will work closely with cross-functional teams to align design, merchandising, and market insights, ensuring the continued evolution and strength of the company’s collections. As part of her mandate, she will also oversee the company’s analytics function, including inventory management, further strengthening the link between product strategy and operational performance.
Lacroce brings more than 25 years of experience in the optical industry, spanning both wholesale and retail environments. Most recently, she spent over two decades at Loblaw Companies Limited, where she served as Category Director, Optical, leading the development and execution of business strategies to drive profitable growth. In this role, she oversaw the full product lifecycle, from concept to commercialization, while strengthening vendor partnerships and driving alignment across merchandising, innovation, and customer experience initiatives.
Known for her strategic mindset and collaborative approach, Lacroce has built a reputation for aligning brand vision with market opportunities to deliver impactful, customer-centric results. She began her career in product development at Centennial Optical, where she developed a strong foundation in the industry that continues to inform her approach today.
“Natalie brings a clear and disciplined approach to brand and product,” added Mike DeBono. “She understands how to connect long-term vision with execution, and we are confident she will build on the strong foundation that Beverly has created.”
Reflecting on her time with the company, Beverly Suliteanu shared:
“It has been incredibly meaningful to grow this business alongside my family and our extended team. I am proud of the brands we’ve built, the relationships we’ve developed, and the passion for product that continues to define WestGroupe. I leave knowing the company is in very strong hands, with a clear vision for the future.”
This leadership transition reflects WestGroupe’s continued commitment to innovation, disciplined product strategy, and meaningful brand building, while honouring the legacy of a company shaped by family leadership and long-term vision.
Source: WestGroupe
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