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* The younger brand, introduced in 2001, spawned 19 stores in Japan.
Reinforcing its upscaling drive, Chloé is to phase out its See by Chloé business over the next three years, WWD has learned.
Established in 2001 amid a brand segmentation craze, See by Chloé at its peak represented about 10 percent of the total business, and the Compagnie Financiere Richemont-owned brand expects the move to dent its topline growth in the short term.
But it is emboldened by the strong commercial traction of its new purposedriven business model and the design direction of Gabriela Hearst, who last month unveiled her third collection for Chloé to largely positive acclaim.
Disclosing the development exclusively to WWD, Chloé chief executive officer Riccardo Bellini characterized the phaseout as a "natural and necessary evolution for the long term" as the fashion house continues to elevate its image, product lines - and soon its customer experience via a new boutique concept.
Chloé employees were informed of the gradual shutdown on Thursday, as well as See by Chloé's suppliers and business partners. There are 19 freestanding See by Chloé stores in Japan, but the business is roughly 65 percent wholesale, concentrated in Europe and the United States.
In an interview, Bellini described strong business momentum for its main designer collection that should rapidly compensate for the loss of the See...