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Kira Plastinina has a sweet tooth, and what better way to satisfy the urge than by opening Dylan’s Candy Bar outposts in all her U.S. stores.
The teenage Russian design phenom launches in the U.S. with two store openings on May 2, at 594 Broadway in SoHo and in the Stamford Town Center in Connecticut.
“We are going to have 15 stores operating this year, so all 15 will have Dylan’s Candy Bar shops-in-shops,” said Robert Higgins, the newly appointed president of Kira Plastinina USA. “We happen to love Dylan’s stores. They’re something different, and everybody in the age group that Kira designs for seems to love candy. This is a good fit.”
Higgins, who became president last week after serving as senior vice president of retail development and operations, said the Kira Plastinina stores will showcase Dylan’s Candy in 4-foot-wide, floor-to-ceiling presentations with bright pink shelves stocking lollipops, gummies, popcorn, chocolate bars, jelly beans, chocolate-covered peanuts, Chinese take-out boxes filled with various sweets and gift baskets. Larger stores also will have display tables for even more sweet things.
There’s some cobranding involved, with one of the chocolate bars in a three-pack bearing the Kira Plastinina label.
“We are very proud of certain things in our stores — the trend walls with the latest deliveries, the cash wrap and the Dylan’s Candy Bar space,” Higgins said.
Plastinina, who turns 16 in June, is backed by her father, Sergei Plastinin, director of Wimm-Bill-Dann Foods ADS, Russia’s largest dairy and fruit producer. Plastinina’s collection emphasizes denim, tops and day and evening dresses. Plastinina has an average price point of $48 and is aimed at girls and women aged 15 to 25.
“Kira has been to our store. She loves candy,” said Dylan Lauren, owner of Dylan’s Candy Bar and the daughter of Ralph Lauren. “She likes pink gummies and lollipops.”
According to the parties concerned, the partnership could grow in other ways, like selling Dylan’s Candy in the 40 or so Kira Plastinina stores currently operating in Russia, or selling some Kira Plastinina fashion at Dylan’s Candy Bar stores, such as shirts with lollipop or cupcake patterns.
This story first appeared in the March 24, 2008 issue of WWD. Subscribe Today.
Dylan’s Candy Bar has a wholesale division that has been keeping the distribution tight, with corners in only a handful of stores including four Scoop stores, Alice + Olivia, some Saks Fifth Avenue locations, W Hotels, Seven Jeans and Kitson, as well as selling to Neiman Marcus online.
There are also five Dylan’s Candy Bar stores: on Manhattan’s Third Avenue; East Hampton, N.Y.; Roosevelt Field Mall on Long Island, N.Y.; the Houston Galleria, and the Florida Mall in Orlando. In addition, the Bloomingdale’s branch in the Mall at Millenia in Orlando has a Dylan’s Candy Bar shop-in-shop.