We Are Knitters deploys global expansion strategy
Founded only five years ago, We Are Knitters has always been made of a global fibre. Launching in Madrid, the concept of making knitting kits for crafty fashionistas has reached international heights thanks to the firm's economic online model.
After having first released a German website, followed by French -- We Are Knitter's biggest market -- the brand took on the Americas in 2015, and now Italy this autumn.
Opening last month, the Italian site is the sixth dedicated online platform launched by the brand, which has expanded its offering since macrame and crochet patterns.
The brand is hoping Italy will be as successful as the U.S., which has become its second largest market in only one year, thanks to the opening of an local store point to improve customer service.
In Europe, stock has relocated from Spain to Germany to better suit geographic demand. Especially as We are Knitters has already targeted the more northern European countries to next send its exports: "The next on the list are, for example, Denmark and The Netherlands," said Pepita Marin, co-founder and director of the Spanish brand.
"But we are also looking further away and will start to deliver to Australia from Europe to test the market," Marin added.
The brand is experiencing rapid international growth, which has allowed it to double its revenue in 2016, going from 2.2 million euros last year to an anticipated 5 million euros this year.
Such a strategy requires special care in regard to its fashion image, especially with its significant physical presence. With 95% of sales made online, We Are Knitters is also working on its department store visibility.
Present all-year round at El Corte Ingles in Spain, the brand will be in some 15 Printemps in France during the holiday period, starting from October 24.
A kit conceived by the Printemps team will be of particular honour.
Speaking of the opportunity to increase visibility via the new key points of sale such as department store on Paris boulevard Haussmann, Marin said, "it's more a marketing investment, than a sales drive. What's important is brand awareness and bringing our concept instore!"
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