MILAN — Italian brand Chiara Boni La Petite Robe, known for its comfortable dresses crafted from a stretch fabric, is taking a step into retail.
Florentine designer Boni said that the brand’s first boutique will be located in Milan “in an area between the Golden Triangle and Brera” and it will open its doors to coincide with the beginning of the Expo universal exhibition in May. Boni is looking at a couple of locations in the district and expects to ink a rental agreement to this end.
Starting this year, the label, which is sold in about 400 multibrand stores around the world, is also going to debut eight corners in Neiman Marcus locations across the United States.
The North American market accounts for 55 percent of the fashion firm’s business, which it launched in the U.S. in 2011, opening a branch company in the region. The brand’s collections are available at Bergdorf Goodman in New York, as well as in 38 Neiman Marcus doors and 30 Saks Fifth Avenue stores across the country.
“We have a particular distribution is the United States. We deliver 10 new pieces every month,” explained the designer, who is also introducing tops, skirts and pants in her collections, which are mainly focused on frocks.
The company, which also counts Italy and the Middle East as its best-performing markets, is looking for a local partner to launch the label in the Far East, starting with the spring 2016 collection.
“Our target customers are working women aged from 40 to 56 years old, very dynamic, attending many events and travelling a lot,” said Boni, putting the accent on the fact that the label is particularly suitable not only for very thin body types. “In addition, the fabric we use can be easily washed wherever you are, it doesn’t need to be ironed and is wrinkle-free.”
The brand’s average retail prices range between $595 and $995. The company expects to close 2015 with revenues of $12 million.