The brand already operates two flagships in New York: located in SoHo and in Rockefeller Center, with the new Fifth Avenue store set to replace the latter.Ĭonstruction is also underway on a seven-story “tower” in Tokyo that will serve as the brand’s first Japanese flagship, housing the entirety of its collections and categories. The brand’s soon-to-open Fifth Avenue store will be covered in a design by French artist Remède while works are being carried out.
#Longchamp made in china series
The store boasts a “spectacular” facade that is currently hidden from view by a hoarding covered in an artwork by German artist Franz Ackermann, as part of the brand’s Artwork Series initiative, which kicked off with a work by Ryan McGinness covering the Paris flagship while under construction. Longchamp has also partially opened a flagship located at the Jing An Kerry Centre on Shanghai’s Nanjing Road West, with an official opening planned for April. Two are located in “important emerging markets,” and two in “mature markets in which we already have a strong presence, and want to enhance visibility,” said Cassegrain.Įarlier this month, the brand opened a store in a prime Moscow location, in the GUM department store on Red Square, which will be inaugurated in March. Sales in Asia remain stable, according to Cassegrain, led by China and Japan, with Hong Kong “remaining difficult.” Dynamic markets include Southeast Asia, notably, Thailand, Indonesia, Malaysia and Singapore.įour major store openings are planned for the year following the reopening of Longchamp’s Paris flagship - its largest store in the world - in October. “Market studies have shown that the see us as the ultimate French bag brand, we’re the first brand that comes to mind, and foreigners like to come to our stores to experience that.” While a number of great French brands have adopted an international outlook, when we develop our collections, we always have the French woman in mind this idea of the impertinent elegance of la Parisienne,” he added. “We are also very confident about the brand’s potential in terms of capturing the Parisian spirit, and the international appeal of that. “We don’t see the drop in tourism being of long-term concern, visitors are starting to return to France,” he said. With bags the brand’s core category, Cassegrain declined to disclose company sales figures, but said that things have been picking up since late last year, having hit “a low point” last summer. The eyewear will be distributed to several thousand opticians.” “Our accessories are sold in around 1,500 points of sale, 300 of which are our own, and the rest a mix of department stores, duty-free and multibrand stores. We are a house that is very pragmatic, we’re not numbers driven, and the primary objective is to complete the offer with that truly reflect the Longchamp spirit,” he said, adding that the frames, which are in still in development, will feature house codes like the horse logo and hardware signatures from the bags, using a variety of materials including plastic, acetate and metal.Ĭoming off a challenging year, with a drop in tourism impacting sales on home turf in 2016 following the series of terrorist attacks that have rocked the country, branching out into eyewear will also help open up visibility via a different distribution network, Cassegrain said. This is not just a ‘take the money and run’. “It’s an accessory that counts in the woman’s silhouette. In an interview at the brand’s headquarters here, Cassegrain said eyewear is a natural complement to the house’s existing offer, which spans bags, ready-to-wear, footwear, luggage and accessories. Marchon, which counts Marni, Calvin Klein Collection, Chloé, Etro and Salvatore Ferragamo in its portfolio of eyewear licenses, will handle the development, production and distribution of the Longchamp Eyewear collections. Designed by Longchamp’s artistic director Sophie Delafontaine, the new range of women’s optical frames and sunglasses will be launched in a new Longchamp flagship due to open on New York’s Fifth Avenue in late September, before being rolled out in the brand’s flagships and optician stores internationally. The family-owned French leather-goods house on Friday revealed it has signed a licensing agreement with eyewear licensee Marchon Eyewear Inc.
They’ve built a mini empire on the wings of their best-selling Le Pliage bag, and next up Longchamp is readying to launch what its chief executive officer Jean Cassegrain termed as the “missing element” from its collections: eyewear.
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