Liberty has launched Liberty of London, its own-label, in iconic department stores and exclusive boutiques worldwide.
Bloomingdale’s and Jeffrey in New York, 10 Corso Como in Milan and Tokyo, Villa Moda in the Middle East and Theresa in Munich are among retailers that have started selling its spring/summer menswear collection, under a wholesale distribution agreement.
Speaking to Retail Week, chief executive Geoffroy de La Bourdonnaye – who began his tenure at Liberty in July after the sudden departure of Iain Renwick – said the agreement to sell men’s shirts, ties, silk scarves and travel accessories is the first step towards creating a global brand identity for the range.
In October, he will showcase Liberty of London’s women’s accessories collection of bags, silks, jewellery and swimwear to potential international partners in Paris.
De La Bourdonnaye revealed the location of the first standalone store for Liberty of London will be 197 Sloane Street, the former site of luxury linen retailer Descamps.
The store, which occupies 2,000 sq ft (185 sq m) of selling space, will capitalise on the area’s well-heeled international clientele. De La Bourdonnaye declined to provide an opening date for the store, but said it will form a blueprint for further standalone opportunities overseas. He cited Italy, France, Japan, the US, the Middle East and Russia as key markets for expansion.
“We are still working on how to develop the brand, not just at the flagship, but on a global basis. The internet will also present another channel to do that,” he said.
The retailer has hired Harrods’ former director of home shopping Guy Hipwell to spearhead the launch of a transactional site next year. Hipwell joins as director of internet, supply chain and retail merchandising in October.
No comments yet