By  on October 8, 2009

PARIS — Loewe, the LVMH Moët Hennessy Louis Vuitton-owned Spanish leather goods and accessories house, is out to become the ultimate go-to brand for leather.

Lisa Montague, the firm’s newly appointed chief executive officer, told WWD she plans to progressively steer the house back to its core business. At a time when intrinsic values are proving to be the lifeblood of the luxury goods industry, the aim is to harness Loewe’s heritage for craftsmanship and know-how and bring it into the fore, she explained.

Much of the groundwork has already been laid by designer Stuart Vevers, who arrived at Loewe two years ago. Vevers previously worked under Montague at the British leather goods brand Mulberry, where Montague was chief operating officer.

Among new projects, the firm will launch a leather collection of iconic wardrobe staples for spring.

“Our dream for clothing is that if you want a leather biker jacket or sexy pencil skirt, you’ll immediately think of Loewe. The idea is you can buy it off the shelf, but you can also buy it in an unlimited range of colors and skins,” said Montague.

She allowed that apparel remains a small business for Loewe, but asserted the clothing line has a following.

Montague, who is based in Madrid, said geographic expansion is also among her strategic aims.

“There are whole swaths of the globe Loewe isn’t present in,” she said, adding an Internet project will be unveiled over the coming months.

To access this article, click here to subscribe or to log in.

load comments
blog comments powered by Disqus