NEW YORK — Burberry accessories, the British luxury goods firm’s fastest-growing segment, has a new home at Bloomingdale’s Manhattan flagship.
A 940-square-foot, in-store shop devoted exclusively to Burberry’s nonapparel offerings has opened on the main floor of the 59th Street store in a space formerly devoted to small leather goods.
“It’s a unique situation to have all the accessories categories in one area like this, and it gives customers an opportunity to buy more than one item at a time,” said Francine Klein, Bloomingdale’s senior vice president and general merchandise manager of accessories and cosmetics.
Accessories are an area of growth for Burberry, as sales in this category jumped 34.7 percent to $278 million last year and accounted for about 30 percent of overall revenues of $973.5 million. The accessories push has been a chief goal of chief executive officer Rose Marie Bravo.
Before her arrival in 1997, the company was heavily focused on outerwear and its accessories business was relatively small.
Klein declined to give any sales projections for the shop, but said, “We feel this is a very big opportunity for us.”
The shop has an open and airy design with wood paneling and shelving, and and there is even a stuffed sheep to give the spot a British feel amidst the bustle of Bloomingdale’s main floor. Among the wide range of products available are hair accessories and eyewear, as well as handbags, belts, scarves, umbrellas and cold-weather offerings. Some categories such as fragrance and eyewear are available at the in-store shop and in other multi-brand departments in the store. Prices start at around $85 for umbrellas and range up to about $595 for some of the high-end handbags.
The new shop is scheduled to be feted this Thursday evening, and in conjunction with the opening, the store’s Lexington Avenue windows are decorated with Burberry items.
Bloomingdale’s reconfigured a few areas on the main floor to accommodate the Burberry shop. Legwear has been moved to the balcony in what was formerly a customer service department, and small leather goods were moved to the former legwear area on the main floor. The spot where Burberry handbags were housed in the arcade is now occupied by Marc Jacobs handbags and a new area for Bottega Veneta handbags. In addition, Celine handbags are now displayed in the spot that had been occupied by Judith Leiber, and that brand now has a stand-alone case in the arcade.
The new shop reflects a growing trend in the industry, as stores such as Saks Fifth Avenue, Marshall Field’s and Bergdorf Goodman have all recently introduced in-store shops for accessories. Although Bloomingdale’s also has a Louis Vuitton in-store accessories area, Klein said there are no plans at this point for other in-store accessories shops. The Burberry shop is somewhat unique in that Burberry helped finance the project and has sent over Teresa Bazzano, a former manager of its store at the Westchester Mall, to run the area.