The Kardashians are eyeing a global expansion of their fashion business via Sir Philip Green’s retail empire.
With their licensee Jupi Corp. and Green’s Arcadia Group, Kim, Kourtney and Khloé Kardashian are launching Kardashian Kollection this fall in 13 countries stretching from the U.K. to Turkey to Kuwait to Singapore. The line will be offered in some 250 of Dorothy Perkins’ 600 units located throughout the U.K. and on the high-street retailer’s Web site. The department store BHS also will open eight shop-in-shops for it. Franchise stores in Thailand, Israel, Qatar, Malaysia, Bahrain, Saudi Arabia, the United Arab Emirates, Indonesia and the Philippines will round out the retail base.
This wave of store openings marks the second phase of growth for Kardashian Kollection, which bowed last September at Sears in the U.S. and a month later at David Jones, Strandbags and various boutiques in Australia, where Jupi is based. Brazil, Russia and China are targeted for the third phase in 2013.
Despite concerns across the globe of a weak economy and cash-strapped consumers, Bruno Schiavi, Jupi’s founder and president, is banking on the commercial formula derived from the Kardashians’ fame and retail prices that are capped at $100.
“Retail is tough everywhere,” he said. “The consumer is savvy. You have to be price-driven. Customers always want a variety. It’s about providing the whole package to the consumer, not about the garment.”
The Kardashians’ package was personally approved by Green, owner of U.K.-based Arcadia Group, who previously collaborated with Kate Moss at his other trendy retail chain, Topshop.
“Having reviewed the product with Bruno and the team a few weeks ago, I felt that there was an excellent fit for Dorothy Perkins,” Green said. “I believe our customers will love the fashion looks, they passionately follow celebrity lifestyle, and the Kardashian sisters rank top when it comes to whom they relate to in the fashion stakes.”