PARIS — Daniel Crémieux, the French sportswear company, is going ahead with a raft of projects — including introducing its first women's wear collection at the Who's Next trade fair that wrapped up over the weekend here.
Stéphane Crémieux, who is Daniel's son and who helps run the firm, said the 60-piece collection was part of its efforts to build business in Europe for its contemporary preppy look. "Its look is luxury, sexy and classic," he explained.
Prices for the collection will run from 170 euros, or $250, for a tuxedo-style cotton shirt to 550 euros, or $810 at current exchange, for a cashmere sweater. "There is potential for a women's version of our look," said Crémieux, who added the introduction was part of a general push for the brand in Europe.
In the U.S., the Crémieux label is carried in some 330 Dillard's doors, where it has performed steadily in recent years. The brand boosted its presence in Dillard's with the introduction of home and boy's lines.
Crémieux also has a presence in Japan — some 120 doors — with partner Joi'x Corp. and a growing number of stockists in China and the Middle East, via other partnerships.
High on the agenda now is growing a presence in Europe, where it is mostly stocked in Crémieux's five wholly owned stores in France. To wit: the brand participated in its first Pitti Uomo trade event earlier this month in Florence, where Crémieux said interest was strong from retailers who heretofore thought the brand didn't wholesale beyond its established partners.
"We want to grow in Europe," said Crémieux. "The women's line is part of that effort. For the moment, we'll be offering it mostly to European stores. We'd like to pick up 150 accounts.
"Likewise we want to build the men's wholesaling business in Europe, which today is basically nonexistent," he added. The company will launch its first e-commerce site — cremieuxboutique.com — on Feb. 15 in Europe as a way to generate other business.
Crémieux said the brand saw revenues increase last year 27 percent to about 150 million euros, or $220.9 million.
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