Kujten: London is the new playground
Kujten, founded less than four years ago by Carole Benaroya and Stéphanie Eriksson, continues to make positive inroads in the cashmere world. The brand is still a small player in the segment, yet in 2016 it is highly dynamic, by opening new stores and taking a first step outside France.
This May, Kujten unveiled its first showcase in London, a 90 m² store at 98 King's Road. It is a sleek shop with a flagship store vibe, since its size allows it to present the entire Kujten range: women's apparel above all, but also men's, accessories and capsule collections, such as the kid/baby mini-collection. "It is our first international test, London is a gateway to several markets, not just Great Britain's," explained Carole Benaroya.
Kujten has chosen to be distributed only through its own stores and via its website, which will be revamped for the autumn. London will not be the brand's only opening this year however. Other new stores are planned in France: Deauville in 2016, Lyon, Lille and Bordeaux in 2017.
At the same time, the accessible cashmere brand, whose basic sweaters are priced at €90, will open another Parisian store in September.
Kujten's objective is to reach fifteen directly-owned stores in two years. The brand doubled its revenue in 2015, up to €5 million, but it also posted a 25% revenue increase in like-for-like terms. Kujten's philosophy is to gain market share at the expense of major cashmere specialists, exploiting a lower price point while paying attention to service and loyalty. The brand notably offers a permanent range, featured each season in a new, 25-colour palette, with distinctive packaging and customer care.
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