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Façonnable will unveil a new store concept Friday with the opening of a store at South Coast Plaza in Costa Mesa, Calif.
This story first appeared in the July 29, 2009 issue of WWD. Subscribe Today.
The 4,400-square-foot unit, which houses the men’s and women’s wear collections, will reveal a French Riviera-inspired blueprint developed by artistic director Eric Wright. The store replaces an older one elsewhere in the shopping mall.
The new design replaces the late Nineties, residential-style look of cherry wood and mahogany with a South of France mood developed around blue and turquoise metal and linen ottomans.
“This new visual identity further strengthens the strong links between the Façonnable brand and its heritage,” said Alberto Lavia, chief executive officer, referring to the fact that the brand is headquartered between Nice and Monte Carlo. “The new stores will be able to showcase our collections in the perfect environment and communicate the repositioning of the brand as one of the leading players in the luxury sportswear niche.”
Materials include chevron-patterned unfinished white oak floors, honey colored oak paneling, limestone and millwork inspired by the furniture of Jean Michel Frank, a renowned French decorator from the Thirties.
First-year sales projections for the Costa Mesa store were not disclosed, though a spokeswoman said the company expects a 30 percent increase over sales at the older store the previous year.
Since Lavia’s arrival from Kenzo earlier this year, Façonnable has devised big plans, including a doubling of sales within the next five years from their current estimated 200 million euros, or $286 million at current exchange.
Two more U.S store openings are in the pipeline with a boutique in Atlanta on schedule for Aug. 15 and one in San Francisco slated for Oct. 31.