PARIS — French ballet brand Repetto is to open its first freestanding store Stateside, in Manhattan this fall.
The 2,350 square-foot unit is set to debut in November on West Broadway in SoHo.
“It’s the ‘French quarter,’ with Ladurée next door and Bonpoint close by,” Repetto chief executive officer Jean-Marc Gaucher said. Other neighbors include Anthropologie and Polo Ralph Lauren.
“We adjusted our boutique concept,” Gaucher added.
The West Broadway store will give good play to the Opera line, the label’s first full collection of high-heeled styles, the launch of which will coincide with the New York opening.
It will have circular tables to display the shoes, shelves to showcase the brand’s ready-to-wear collection, its leather goods and its new Opera line, plus a space for its three fragrances and an area dedicated to dancing and an atelier. There, people will be able to customize their shoes, choosing from a color palette of 250 shades.
The Opera line consists of about 12 models, with a higher price point than Repetto’s traditional ballet flats. Prices range from about 400 euros to 950 euros, or $438 to $1,040 at current exchange. One style is the sandal boot named Carla’s Bondage, in goatskin with a lining in natural calfskin and 4-inch heels that will sell for 795 euros, or $870.
The line is to make its debut at Colette on Nov. 2 before hitting the New York store and rolling out worldwide.
“Wardrobes are changing. Traditional ballet flats remain the brand’s iconic model, but we started sneakers and high-heels,” Gaucher said.
Repetto is already available in around 100 doors in the U.S., which represents 3 percent to 4 percent of the company’s total sales, according to the executive.
France currently generates a bit less than 50 percent of the company’s revenues, but with the further inroad in the U.S. and continued expansion in Asia, international business could represent up to 90 percent of total sales, according to Gaucher.
The ceo anticipates company sales globally in 2015 will be on par with last year’s, at around 60 million euros, or $65.7 million, due to softer growth in Asia.
Matthieu Salvignol has been tapped to be in charge of Repetto’s U.S. subsidiary, joining from APC.
Gaucher is already plotting a second freestanding store in the U.S., provided he finds the right location, preferably on New York’s Madison Avenue.
Repetto now counts around 100 freestanding stores worldwide.