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Translated by
Nicola Mira
Published
Dec 7, 2016
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Amélie Pichard changes strategy, seeks investors, links with US, UK retailers

Translated by
Nicola Mira
Published
Dec 7, 2016

Amélie Pichard has completely overhauled her business model to be closer to her customers, changing the label's product range and distribution strategy as a prelude to seeking new investors and opening a first branded store in Paris.


The Amélie Pichard collection for The Webster in Miami - Amélie Pichard


The shoes and accessories designer has decided to do away with seasonal collections and presentations. "The time for fashion weeks and collections is over, I am inventing a new wholesale approach," she said. Her objective is to "envision a straightforward, simpler, clearer future, getting rid of distributors in order to reclaim the ability to market [products] my way," said Pichard, who founded her own label in 2010. Her new, refashioned range consists of a contemporary take on timeless items, with the addition of new models as and when she sees fit, and is spiced up with unique collaborations created in partnership with a single concept store at a time.  

Following this drift, the label has recently unveiled a capsule collection designed for Miami's The Webster concept store, created with the expectations of Miami customers in mind, as is evident from the pink terry fabric used, which would not necessarily have been a hit in Paris. A collaboration with a London department store is next on the cards.

The revamped Pichard line, including the 'Vegan' mini collection created this year with Pamela Anderson will be available from Amélie Pichard's own network, on the label's e-shop and, from spring 2017, at Pichard's new store in Paris.

Amélie Pichard has been self-funded since her beginnings but, to support this new strategy, she will seek financing from fashion industry investors between now and the end of the year. A second funding round may follow in 2017.

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