HOLLYWOOD — Brazilian shoe and handbag brand Carmen Steffens has opened its first U.S. flagship in the Hollywood and Highland center here.
The brand, which marks its 20th anniversary next year, has 180 stores in Brazil and 200 units in 16 other countries, but has only been available in the States through a small store in Danbury, Conn., home to a large Brazilian population, that opened in April. Prior to signing the lease in Hollywood, the brand operated a short-term test store in the Fashion Square mall in Sherman Oaks, Calif., that is now closed.
“The U.S. is super important for us right now,” said Mark Willingham, Carmen Steffens president of U.S. operations. “A lot of our current American customers know us from traveling abroad, and many of them happen to be from California, so we thought this was the perfect place to open.”
The brand also has designs on three or four more locations in Los Angeles and Orange County.
Ranging in price from $330 to $1,500 retail, the shoes and bags emphasize color and texture. Made from company-owned leather tanneries in the firm’s own factories, the products feature highly textured leather with plenty of embellishments. In addition to the women’s line, there is Carmen Steffens teen and a men’s line called Raphael Steffens.
The Hollywood store, which sits adjacent to Louis Vuitton on the street level at Hollywood Boulevard, is 1,700 square feet and features the new concept design unveiled in April at the São Paulo store. On display are about 220 stockkeeping units from the fall collection, ranging from snake-embossed flats to studded boots.
Designed by Monalisa Spaniol, wife of founder Mario Spaniol (Carmen Steffens was his mother’s maiden name), each collection has about 2,500 products, but only 100 to 200 are chosen for any particular store.
Carmen Steffens is also looking at opening stores in New York, Miami, Atlanta, Dallas and Houston. The company plans for 150 to 200 U.S. units in the next 15 years, some of which will be franchises, said Willingham.
Although he declined to give sales volume, he said the company’s worldwide sales last year grew by 42 percent and eventually he hopes the U.S. market will account for 40 percent of total sales.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)