Dennis Basso is banking on his new boutique at Harrods to be another gateway to his international shoppers.
This story first appeared in the July 22, 2009 issue of WWD. Subscribe Today.
Having hosted trunk shows in London, Paris, Saint Moritz and Istanbul in recent years, the designer said he has built up a significant international clientele. A store in Harbin City, China, as well as ones in New York, Chicago and Aspen, also have helped cultivate a more diverse following.
“London really tends to be the crossroads of that part of the world. Having a presence at Harrods will be very convenient for my clients in Europe and the Middle East,” Basso said.
In mid-August, there will be a soft opening for the 763-square-foot space, which will be housed on the second floor of the store near the Valentino, Elie Saab and designer shoe boutiques. A more lavish event is slated for October, when Basso will host a cocktail party and dinner. First-year projected retail sales should be near $3.3 million, Basso said.
Another big name in London, Naomi Campbell, will be featured in his fall print advertising campaign. The fact the supermodel has such a strong presence in the U.K. should synthesize with the new location, Basso said.
Harrods’ executives took particular interest in the designer’s ready-to-wear, cocktail clothes and fur-trimmed accessories, said Basso, who plans to make a few in-store appearances in the coming months.
A Harrods spokeswoman echoed Basso’s objectives with this latest venture. “Harrods is the only U.K. store that truly caters to the international clientele. We provide customers with access to the most exciting global brands, and we believe Dennis Basso brings a unique and exciting product to the mix.”