LONDON — Club Monaco is setting up shop in Europe.
The brand, a division of Polo Ralph Lauren Corp., has signed an exclusive European deal with the independent London retailer Browns, and will make its debut on the shop floor in February. Browns will stock Club Monaco’s women’s and men’s collections in its ground floor space on South Molton Street known as Shop 24. The retail space, to be designed by Browns and Club Monaco, will span 900 square feet.
Club Monaco will also be stocked on Browns’ e-commerce site, which ships internationally. The site will be refreshed and relaunched in February.
“We have a strong foothold in Asia and North America,” said Ann Watson, vice president of marketing and communications at Club Monaco. “And we really wanted to be involved with Shop 24, which is about the next new thing. It was a natural evolution for us, and with Browns we know we’re reaching an international fashion consumer.”
Browns has become the latest London-based e-tailer to distribute an American label in Europe — and beyond. In May, Net-a-porter.com began stocking J. Crew and selling it to a global audience. Last year, Asos.com stocked Gap’s collections before the American brand launched its own e-commerce site in the U.K.
Simon Burstein, chief executive officer of Browns, said he didn’t think twice about the collaboration: “We love the brand, and it’s a perfect fit for Shop 24. It’s good for everybody, and good timing for Browns. And it will be a major feature on our new Web site.”
Browns has the exclusive until September, and Burstein said he expects the Club Monaco collections to generate $900,000 at retail, or about $1,000 a square foot. “I’m confident we can do it,” he said, adding that his challenge will be to drive multiple sales because the single transaction value of Club Monaco products is lower than most of the other labels at the store.Club Monaco for Browns will launch during London Fashion Week in February, with two guerrilla marketing campaigns and a special event hosted by the store.
Browns Shop 24 launched earlier this year and stocks luxury basics from T-shirts to cashmere knits to camel coats. Labels include Acne, J.W. Anderson, Moncler and Burberry. The aim, Burstein said, is to stock easy, accessible products and “drive more traffic through the doors.” Prices of the Club Monaco pieces will be slightly higher than in the U.S., and will range from about 50 pounds, or $80 at current exchange rates, for a fine gauge knit to about 225 pounds, or $360, for a trench.
Browns has worked with Club Monaco to offer an edit of the main collection. Among the first pieces to be stocked at the store are T-shirt and shirtdresses, printed or embellished skirts, trenchcoats and trench-inspired outerwear.
Erin Mullaney, buying director at Browns, said Club Monaco’s frequent delivery cycle was particularly attractive.
“We’ll have newness every month, and it’s a way for us to update continuously what’s in the store. We think their buy-now, wear-now collections are refreshing,” she said.
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