One of LVMH’s top executives, Pietro Beccari was appointed the CEO of Fendi in February 2012, where he turned the Roman fur and leather house around, boosting brand awareness, elevating the perception of the product and creating new relevance with young consumers, a strategically important segment. Beccari formerly held the position of executive vice president of marketing and communications at Louis Vuitton where his work on campaigns such as "Journeys" featuring international stars Diego Maradona, Angelina Jolie and Buzz Aldrin, was met with industry-wide acclaim.
In November 2017 it was announced he would be succeeding Sidney Toledano as chief executive of Dior, in one of the biggest reshuffles at LVMH.
At Fendi, Beccari has introduced a number of new measures that have allowed the brand to reposition itself at the heart of Italian culture and heritage. In June 2013 Beccari launched the "Fendi for Fountains" project in central Rome, providing over €2.2 million in restoration funds to the cultural ministry. In July the group also announced its intentions to relocate its corporate offices to the Palazzo della Civilta Italiana in 2015. Located in the centre of the city, the Palazzo is regarded as one of Rome’s most striking buildings and an estimated €2.8 million lease has already been signed.
Prior to joining LVMH in 2006, Becarri served in number of positions for a diverse range of companies including British FMCG Reckitt Bensicker, Italian dairy group Parmalat and German manufacturing company Henkel where he acted as corporate vice-president of haircare.