From a Humble Beginning to Leadership at Kiabi France
In Metz, France, Ouarda Ech-Chykry leads a team of employees, some of whom boast up to thirty years of experience in the retail industry. As she navigates the complexities of labor relations and makes tough decisions, she has developed her unique approach to communication with her teams. Her journey began in 2009 when she was faced with two career opportunities while studying at NEOMA Business School: a position at Printemps in Paris or an apprenticeship with Kiabi near Reims. Opting for Kiabi to avoid the high costs of living in Paris, she started her career in Cormontreuil, where, at just 20 years old, she managed two sales associates in the accessories and underwear department.
The following year marked a significant step in her career as she took on the challenge of supervising four staff members in a Châlons-en-Champagne store, which generated an impressive one million euros in revenue. Ouarda's background is rooted in modesty, being the daughter of a factory worker from Morocco and a homemaker mother. Her parents instilled in her the values of observation and humility, teaching her to navigate new environments without seeking attention.
Advancing Through the Ranks
By the age of 22, Ouarda moved to Villepinte near Paris, where she was responsible for a team of twenty employees. Her career trajectory continued upwards as she managed the Soissons store, then expanded her responsibilities to oversee retail locations across Alsace and eventually the entire eastern region of France. Each new role brought with it greater responsibilities and challenges.
In November 2022, at the age of 35, she was appointed General Director of Kiabi France, overseeing a workforce of 6,000 employees, as highlighted in a profile published by EcommerceMag in October 2025. Her leadership journey did not stop there; in May 2026, she was appointed General Director of Kiabi Europe, a decision officially announced in July and registered in October.
One of the most touching moments following her appointment was receiving a heartfelt message from her father, who was born in a Moroccan village. In a moving interview shared by Les Échos Start in November 2023, he expressed pride in his daughter’s achievements, emphasizing the significant leap from their humble beginnings to her current role at the helm of a major French corporation.
Ouarda’s family's influence continues to shape her leadership style. During a meeting with students from NEOMA in February 2026, she advocated for a management approach centered on listening, autonomy, and a deep understanding of the retail landscape. This philosophy was put to the test when she took charge of a struggling store in Metz, where many employees had decades of experience. To communicate effectively with them and the union representatives, she asked herself a fundamental question: how would she want someone to address her own father?
As reported by bladi.net.
