NEW YORK — British footwear brand Church’s is aiming to expand its U.S. business.
The company, which is controlled by Milan-based Prada Group, has just launched a web site dedicated to the North American market.
The new digital platform was designed to offer an immersive experience at the discovery of the Church’s brand with a focus on communicating the footwear label’s heritage, rooted in craftsmanship and high-end quality.
“North America represents a big opportunity for Church’s, which aims to further confirm its role of world leader of luxury shoemaking,” said Church’s chief executive officer Anthony Romano.
The launch of the U.S.-dedicated digital platform, which also offers limited-edition styles, including the Consul shoe crafted in both textured burnt brown leather and black suede, is part of a company’s strategy which kicked off in January with the opening of a showroom in New York.
“Having our own direct showroom in the U.S., we are finally able to present our clients the whole offering of the brand, which includes about 400 different styles,” explained Romano, highlighting that the company is also looking for a retail location in Manhattan.
“We are considering Madison Avenue and downtown,” he revealed, adding that a store in New York is expected to open in 2020. The company previously ran a shop in Manhattan, which closed four years ago.
The company, which sells its collections to about 30 wholesalers in the U.S., operates 60 stores in the world. Europe and the U.K. are the brand’s biggest markets. The men’s division accounts 60 percent of Church’s total business.
Last year, Church’s expanded its product offering with the launch of a new accessories line, setting the tone for Church’s new creative and commercial strategy in the segment.
Called “St. James,” the line includes men’s briefcases, travel bags and accessories, as well as small leather goods. Exemplifying the brand’s sophisticated and timeless style, the pieces are crafted from a precious calf leather, available in four different colors, including black, talcum, emerald green and coffee black. Church’s logo is seared on each piece.