Paule Ka making efforts toward expansion

New York - When a brand begins to make efforts towards expansion, one of the first things they always look at is what they can do to improve their designs. Paule Ka is one of these brands that has been working on improving their design offerings in hopes of growing their business. In the next five years, the company is hoping to double their business.

Alithia Spuri-Zampetti, the French contemporary brand's new creative director, will be showing her first full collection in a presentation format at the Palais de Tokyo during Paris Fashion Week on March 7. Traditionally, the brand has held appointments to view the collection at their flagship on Rue Saint -Honore, but they are taking a new approach.

Spuri-Zampetti was once head of women's wear design at Lanvin. She took over the creative reins at Paule Ka after founder and creative director Serge Cajfinger departed 18 months ago.

The first set of designs she did for the collection involved many of the fashion houses signatures such as bows, sixties influences, and printed designs.

The company's targeted geographic locations for growth are the United States, South Korea, and Japan. Paule Ka entered a major phase of international expansion in 2011 when Change Capital Partners purchased a 70 percent stake in the firm.

Paule Ka plans to expand in the U.S., South Korea, and Japan

Currently, Paule Ka is available at 300 points of sale worldwide, which includes 62 stores and shop-in-shops, and 21 freestanding stores in countries including France, Germany, the U.K., Germany, Spain, Belgium, Luxembourg, the U.A.E., Kuwait, China, Hong Kong, and Singapore just to name a few.

“I think the global network has room to grow and probably a target of 500 points of sale in the medium term is realistic. At the same time, existing points of sale can be galvanized. Sometimes, that involves relocating, and some openings and expansions are planned in the short term, mostly with our partners,” Catherine Vautrin, chairman and chief executive officer of Paule Ka, said to WWD.

This year, the company also hopes to grow their e-commerce business, which posted modest revenues of 1.7 million dollars, out of total brand revenues of 50 million dollars in 2015. The brand plans on relaunching the website this month.

In their attempts to grow the business, the brand is hoping to capitalize on their celebrity following which includes stars like 19 time Academy Award nominee Meryl Streep, and Academy Award winners Anne Hathaway and Patricia Arquette.

While the women's contemporary market hasn't been as booming as the industry would hope, European contemporary brands have been having their bit of success, and trumping many American brands in terms of business. Paule Ka with their well thought of plans for expansion could be adding to the mix of European brands dominating the global women's contemporary market.

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