Daniel Hechter holds its course on international markets
Daniel Hechter has been busy on all fronts in recent months, in France and abroad. The French brand recently opened its Avenue de l'Opéra flagship store in Paris, and is also active in China, where it has been operating for over 10 years now. Not to mention that three new menswear stores have just opened in Macau, Beijing and Shanghai, adding to a network of over 250 retail outlets in China, between menswear, leather goods, womenswear and children stores.
"We are very well established in China, it's an extremely buoyant market for us. Chinese consumers love our brand, what it stands for and its French touch”, Loic Lemarchand, Hechter's CEO has explained.
A menswear line exclusively designed for China has just been launched by Hechter, targeting the 25/35 age bracket and selling at accessible prices, comparable to those in France.
"Taxes out us on the premium price scale. By launching a more affordable line we hope to reach a broader, younger clientèle," the brand's CEO has stated.
If the collection will be as successful in China as expected, it could be introduced in France from next year, trialling out at Daniel Hechter's event area within its Paris flagship store.
Daniel Hechter is accelerating in the US too, where it is already available in 200 multi-brand stores. The Parisian label is about to make its way into US department stores, having recently struck a deal with Von Maur, a chain of about thirty stores mostly located in the Midwest, in a first step to gain visibility.
Daniel Hechter generates €220 million in global revenue (excluding fragrances but including travel goods, accessories and home decoration).
The brand is available in 3,000 retail outlets worldwide, 600 of which are monobrand stores and retail corners.
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