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NEW YORK — Diane von Furstenberg is on a global retail mission.
The designer is opening boutiques in Los Angeles, Hong Kong and Paris over the next two months. She already has freestanding stores in New York, Miami, London and Paris and just opened a store-in-store at Moscow retailer Garderobe.
Von Furstenberg said that retail expansion is a key part of her business strategy.
“It’s one way you can control the image and the way you want to show things,” she said. “Every month we will have new deliveries. It’s a way of advertising, because you are on the street. And mostly, it’s very profitable. All our stores are doing really well.”
Next month, von Furstenberg is scheduled to open a 1,000-square-foot store in The Landmark mall in Hong Kong. This will be her first unit in China, and it will be owned by Globalluxe, von Furstenberg’s Chinese distributor. The store will draw its interior look from the West Village flagship in Manhattan, which is inspired by a jewel box and features frosted-glass panels, mirrored ceilings, pink-leopard rugs and the famous Andy Warhol print of von Furstenberg. It will offer the designer’s full range, from sportswear to dresses, maternity looks and select items from DVF Beauty and Diane von Furstenberg by H. Stern fine jewelry.
In September, von Furstenberg plans to open her first freestanding boutique in Los Angeles at 8411 Melrose Avenue. The 1,700-square-foot boutique will have a similar interior design and also offer the entire ready-to-wear and fine jewelry collection.
Meanwhile, von Furstenberg just inked a deal for her second boutique in Paris. She inaugurated her first Paris address, on the Rue d’Alger on the Right Bank, last year. The new unit will be on the Rue des Saint Peres, across the Seine in Saint-Germain, near Prada and MAC, and is also to open in September.
“We’ve been so successful with the first one, we thought we were ready for a second,” she said.
Von Furstenberg, who is relocating her store, offices and flagship to 440 West 14th Street in Manhattan next spring, plans to travel to all the openings, and she is already thinking about the locations she would like next.
This story first appeared in the July 28, 2005 issue of WWD. Subscribe Today.
“I am talking about Munich, I am talking about Shanghai and about Singapore,” she said. “I’d like to open in all the international cities.”