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MILAN — Pierre Balmain’s edgy biker pants and jackets for fall are available at the brand’s new online boutique.
This story first appeared in the October 18, 2012 issue of WWD. Subscribe Today.
The pierrebalmainstore.com site, conceived and designed by the brand’s licensee, Ittierre SpA, and the French fashion house, marks the debut of the brand in e-commerce and is also the Italian manufacturer’s first directly owned online store. It represents an important step for Ittierre’s retail growth strategy for the brand, said Ittierre’s general director Alessandro Locatelli.
“It is fitting that this debut is with Pierre Balmain, which is internationally renowned and fashion-forward,” said Locatelli, pointing to consumer demand for the online store.
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Launched in Italian and English, the store is available in 35 countries in Europe and will soon be in four languages with the addition of German and French. Locatelli said the logistics base is in Isernia, Italy, where Ittierre is based, and the company is gearing up to expand in other countries outside Europe.
Starting with the fall-winter collection, the virtual boutique offers men’s and women’s ready-to-wear and accessories from Balmain’s secondary and contemporary lines.
The site’s design is inspired by the pop, Parisian chic spirit of the brand and revolves around a palette of graphic black and white. Locatelli highlighted the customer-friendly, multifaceted images and information on textiles, materials and fittings.
Each month, the site will deliver a selection of must-have total looks.
Ittierre took on the Pierre Balmain license with the spring-summer 2012 season. The collections are available in more than 700 multibrand stores in Europe, the U.S. and the Middle East. The first brick-and-mortar Pierre Balmain boutique opened in Cannes in July, followed by a unit in Hong Kong in September. A store in Marrakech, Morocco, is expected to open at the end of November, while a second Hong Kong store is slated to be unveiled within the first quarter of next year, as well as a unit in Singapore.