Cremieux has bold plans to considerably increase its retail footprint.
The French males’s model based by Daniel Cremieux in Saint-Tropez, France, in 1976, added two new shops in Europe in the course of the pandemic and can open one other two boutiques within the U.S. this summer season and subsequent spring because it strikes towards its objective to have 30 shops around the globe inside 5 years. Currently, the lads’s put on model operates six shops: Saint Tropez, Paris, Capri, London, New York City and Palm Beach, Fla.
Stephane Cremieux, the founder’s son who serves as designer and chief govt officer, stated the Capri retailer opened final June in the course of the worst days of the pandemic and whereas it had a tough begin, enterprise has picked up this 12 months as tourism begins to rebound. And on May 21, Cremieux opened a store at 37 Savile Row within the epicenter of males’s bespoke tailoring. Cremieux’s combine is extra informal than a lot of the different shops on the road, however Stephane Cremieux stated the preliminary response has been robust.
“I remember coming to London from Paris for a men’s shopping weekend with my father, when he would go to his tailor on Savile Row,” Cremieux stated. “To open a store on Savile Row has been a dream come true for me and I know for my father, too.”
Looking forward, he stated a Bal Harbor, Fla., retailer is slated to open in July adopted by a unit in a brand new growth on the Boston seaport subsequent March. The areas would mirror the place the model’s prospects stay, work and play.
“We want to follow the cycle of our clients,” he stated. “If they ski, we want to be at the ski resort. If they go to the beach, we want to be there, too. Our beach resort stores have been very successful.”
Cremieux stated the retail rollout can be “fully controlled and operated by us.” Although he didn’t rule out probably taking over traders, the plan proper now’s to go it alone. “We’ve been approached — we’re one of the last family-owned French luxury brands — but we love our independence,” he stated.
He believes that the model has discovered a distinct segment by opening small boutiques — 600 sq. ft or so — slightly than giant flagships, and providing an upbeat ambiance and customer-focused hospitality. He stated all of the discuss amongst retailers about providing “experiences” is commonly lip service “when there are signs of 50 percent off and there’s no one to help you.” Instead, he seeks to create heat shops the place well-trained employees welcomes consumers. “Retail should be fun,” he stated, “with good music and good ambiance — like a good restaurant.”
“We’re trying to give the feel of new luxury,” he continued. In France and different elements of Europe, luxurious is related to the “big maisons” resembling Hermès, Gucci and others. But Cremieux seeks to supply high-quality product that falls between up to date and bespoke and is centered round a “dressy casual” aesthetic. Think floral printed shorts, supima cotton polos, muslin, poplin or chambray button-down shirts and washed cargo pants. And whereas the model additionally affords blazers — many in conventional males’s put on patterns resembling houndstooth, windowpanes and glen plaids — they’re utterly unconstructed and light-weight.
In addition to its personal shops, Cremieux has a longstanding relationship with Dillard’s with whom it has had an unique licensing settlement for 22 years within the U.S. and the place the model has persistently been among the many prime performers. “We just renewed our relationship for many years,” Cremieux stated.
But whereas the sensibility could also be related, the assortment bought at Dillard’s is totally totally different and sells at a lower cost level. For instance, a houndstooth blazer made in Italy is bought on the Cremieux retailer for $1,695, a cashmere hoodie is $695 and cotton printed shorts are $195, whereas at Dillard’s, shorts retail for $49.50 to $65, a short-sleeve knit camp shirt is $85 and a slim-cut wool go well with is $695.
He believes that “tremendous opportunity” nonetheless exists with Dillard’s, which rebounded extra shortly than different U.S. retailers due to its attain within the Southeast and Southwest. And in Cremieux’s thoughts, rolling out its personal retail shops will solely assist its enterprise with Dillard’s. “We sell higher end, more limited product, so they complement each other,” he stated.
He added that he’s speaking with the retailer about providing girls’s put on as properly. Although Dillard’s had created and bought Cremieux girls’s merchandise up to now, that line was discontinued a number of years in the past. “We want to be credible and our biggest challenge is to create a relevant women’s line,” he stated.
He harassed that the cope with Dillard’s is a license and never a conventional wholesale relationship. Cremieux truly moved to New York in 2011 to open an workplace and launch a wholesale enterprise with unbiased specialty shops, however the firm moved away from that concept and opted to open its personal shops as an alternative. But the corporate nonetheless has a licensee in South Korea the place it additionally has operates a profitable enterprise.
All informed, Cremieux is upbeat concerning the future. “Our business is growing organically,” he stated. “People are going back to their offices and COVID-19 was actually an accelerator for our business as people sought fewer but better pieces. I’m very optimistic.”