PARIS — Tommy Hilfiger confirmed Monday it will open a 9,000-square-foot flagship at 65 Avenue des Champs-Elysées here this fall, solidifying the firm’s presence in one of its fastest-growing markets in Europe and on one of the city’s busiest and most famous boulevards. Daniel Grieder, chief executive officer of Tommy Hilfiger Europe, characterized the flagship as a dream come true for the American brand, now wholly owned by Phillips-Van Heusen Corp.
“I think we are in the best neighborhood. The traffic on the Champs is immense,” he said. The anchor store next door to Nike and not far from Louis Vuitton and Lacoste will become the brand’s third-largest location worldwide. The three-floor store, which will feature vintage furniture and props from America as well as France, will showcase apparel for women, men and children, as well as accessories and Hilfiger Denim.
Although Germany, Spain and Benelux rank as the biggest markets for Hilfiger in Europe, Grieder described “huge potential” in France. “The brand is strong; we have the right product in place and good price-value,” he said, noting that women’s wear and accessories hold the biggest potential on the Continent. Also on Monday, Hilfiger promoted Trent Wisehart to executive vice president of global creative services as the company steps up investments in store design and visual merchandising. Previously, Wisehart was senior vice president of creative services for North America.
In his new role, Wisehart will split his time between New York and Amsterdam, where Hilfiger is headquartered, and report to Avery Baker, executive vice president of global marketing and communications. The plan is to bring Hilfiger’s “flagship” experience, exemplified by the unit the company christened on Fifth Avenue in New York in September, to all of its retail stores and wholesale points of sale. “In the next 18 months, we will have changed all the key locations,” Grieder said.
Hilfiger recently completed its first wave of updates, bringing stores in Milan, Florence, Amsterdam, Munich and Frankfurt up to the new standard. Grieder said the new-look stores, boasting an “easier, less serious” approach, registereddouble-digit sales gains.
There are about 1,000 Tommy Hilfiger stores worldwide.
A digital image of the forthcoming Champs-Elysées flagship.
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