Celine to open first menswear boutiques in Paris and Milan
today Jan 31, 2019
It's full steam ahead for Celine's development plans. The LVMH-owned luxury brand's creative direction was confided to Hedi Slimane in January 2018 and a year later the designer closed Paris Fashion Week Men's with his debut menswear runway presentation for the brand. The collection will be available to purchase as of February – most notably in the first ever Celine boutiques dedicated exclusively to menswear.
Two locations have been chosen for Celine's big menswear debut: Paris and Milan. The first ever Celine menswear boutique will be opened in February in Paris, at 24 Rue François 1er, in the eighth arrondissement, followed by a location in Milan, a spokesperson from the brand told FashionNetwork.com.
Both of the new locations will be close to pre-existing Celine stores offering the house's womenswear collections. In Milan, the brand will set up shop in the Luxury Quad, on Via Santo Spirito, not far from the Celine flagship at 25 Via Montenapoleone, while the Paris store will be a stone's throw away from the label's location at 53 Avenue Montaigne.
The aim is to open a menswear boutique in each of the major capitals, while also closely controlling distribution, which will be focused on the retail channel, with wholesale serving as a complement. Menswear is expected to be a new growth driver for the house led by Séverine Merle, who is shooting to double its revenues – currently estimated to be around 1 billion euros – in five years.
With his show this January, Hedi Slimane once again marked his territory and laid the foundations of the Celine menswear wardrobe, offering up a dark and slender rocker silhouette that alternated suits and looks in leather.
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