LONDON — Accessories brand Kipling turned to its customers to help it come up with a new store concept that has made its debut here and will roll out worldwide.
The new design concept has a playful vibe: A kitchen table doubles as a cashier desk, and there is a homey aesthetic throughout that includes hard wood floors, Flemish tiling and chests of drawers traditionally suited to a home.
“We started by getting consumers to come to Antwerp, which is where the brand is from,” said Richard Macey, Kipling’s vice president and general manager. “We brought them around Antwerp and showed them all the cool things about the city, and picked up loads of the things they liked…They wanted stores that were homey, where they feel happy and comfortable and relaxed, and then we tried to incorporate that into a store concept.”
Macey said that since the Knightsbridge store, which is located at 29 Brompton Road, was redone, it has seen a 30 to 40 percent uptick in sales. “It’s just sucking people in, and…commercially it’s really working.”
Kipling has 215 shops around the world, and six stores in London, which are currently undergoing a facelift. There are plans to roll out further stores globally next year.
He said Kipling, which has been owned by VF Corp. since 2004, had sales of $250 million last year and has been growing at a rate of 14 percent annually. “We have a vision to get to $400 million in the near future, and…try for $1 billion in sales. We can see the path, we have a clear strategy,” he said.
“We’re in 60-plus countries, and we sold 8 million bags last year, but we’ve never made ourselves very big in one European country. So our first step is to really focus on the U.K. That’s why we’ve opened up six stores in and around London, and that’s why we’re launching a really big Christmas advertising campaign there next week,” he said.
The U.K. isn’t the only international target for the brand, which has also recently launched in Tokyo. “China is a very big growth area for us,” he said, adding that the company has about 200 shops-in-shop in malls in China.
“South Korea is our number-three or -four market in the world at the moment, so a great area for us to grow in.”
Yesterday, the Parisian fashion house @azzaro_official cut the ribbon on a temeporary retrospective at the wing of the Musée des Arts Décoratifs in Paris. The exhibition, which shows the lasting influence of the brand’s founder Loris Azzaro, is titled “Azzaro, Fifty Sparkling Years” and presents 50 looks. In it’s ’70s heyday, fans of the brand included Jane Birkin, pictured here, Raquel Welch, Brigitte Bardot and more. See more photos on WWD.com #wwdfashion
@trinaturk and @macys Inc International Concepts line are linking up on a collection for summer — filled with accessories, swimwear and shoes. The collection will also include a Mr Turk men’s line, both of which are the designer’s first entry into a more accessibly priced area. “It’s very world-traveler, gypset-inspired,” said Turk. The Trina Turk x INC line will launch on May 15th. #wwdfashion
Assouline is paying homage to the late Azzedine Alaïa with a reprint of "Alaïa Livre de Collection.” The book is comprised of photographs of the designer's summer 1992 runway show with models Christy Turlington Burns, Naomi Campbell and Tyra Banks, pictured here at right. #wwdfashion #alaia #tyrabanks
Fall 2018 accessories take on a painterly hue, with Nebulas Blue among Pantone’s top 10 colors of the season. (📸: @jonghyupstudio ; editor: @twallz21 ; stylist and set designer: @haideefindlaylevin ) #wwdaccessories
@americanapparelusa is relaunching the brand outside of the U.S. today, opening its online store to more than 200 countries. The company is also contemplating a return to brick-and-mortar, though details have not been confirmed. In tandem with the expanded distribution is a recasting of a social media ad campagn, called “Back to Basics,” pictured here, with a focus on diversity and a cast of models above the age of 21. Read more on WWD.com #wwdnews #wwdfashion
Exclusive: @britneyspears is continuing to expand her brand. The pop icon, who appears in @kenzo ’s latest campaign, is partnering with Epic Rights to launch a line of branded merchandise. Read @hernameislex ‘s story, link in bio. #wwdnews #britneyspears
The Duchess of Cambridge channeled Princess Diana’s look upon giving birth to Prince Harry, when she and the Duke of Cambridge departed the hospital with the new baby Prince this afternoon in London. #wwdeye #princeofcambridge
The new Prince of Cambridge has arrived! The Duke and Duchess of Cambridge posed with the 8-pound newborn. She wore a look from one of her go-to designers, @jennypackham. Tap link in bio for more. #wwdeye #princeofcambridge