In March 2005, Pinault became the President and CEO of PPR and engaged its transformation into an international group focused on luxury fashion. He offloaded PPR's leading retail assets (Conforama, CFAO, Printemps, Fnac and La Redoute) and merged PPR with the Gucci group, its subsidiary since 1999, bringing Gucci's luxury portfolio (Gucci, Yves Saint-Laurent, Bottega Veneta, Balenciaga, Boucheron, Alexander McQueen and Stella McCartney) under his direct supervision. He expanded the group's portfolio of luxury brands (Girard-Perregaux, Brioni, Qeelin, Pomellato, Christopher Kane, Tomas Maier, Ulysse Nardin), and in June 2013, he changed PPR's name to Kering. The new name is a reference to his Breton roots, "Ker" meaning "home" in the region's dialect, and sounds like "caring".