Cuisse de Grenouille teams up with Superga

By

Olivier Guyot

Translated by
Jennifer Braun

Published
May 16, 2017

Cuisse de Grenouille and Superga are together celebrating the return of warm summer days. The Parisian label, offering chic and casual style inspired from surf culture since 2010, has launched its own interpretation of the classic footwear model from the Italian brand specializing in canvas tennis shoes. The collaboration uses a swimsuit fabric adorned with the Parisian brand’s Japanese wave print in two colors; navy blue and light blue. The shoes are available from sizes 36 to 45, and are sold at 69 euros.

 "This has been the most important collaboration for us since the launch of the brand in 2010," explains Lucas Bonnichon, head of Cuisse de Grenouille, with his brother Séverin. “It was really interesting to work with a brand that has the notoriety of Superga.”
 
Cuisse de Grenouille will certainly benefit from the aura of the brand as it continues to grow. The Parisian label, which last year expanded its network of stores with two openings in Cannes and on Rue Vieille-du-Temple in Paris, explains that it has been able to grow by recruiting representatives in France, but also abroad. Last year it began working with a rep in the United States and is also forming partnerships with agents in Great Britain and Belgium. After investing in retail last year, the brand is predicting an overall rise in net gain.

"At the store level, we will focus on concept stores similar to our store on rue Froissard, in Paris," explains Lucas Bonnichon. “They will be lively places, between 70 and 80 square meters for presenting our whole range. On the other hand, we’re also focusing on digital growth. We started working with The Other Store on a different approach to product presentation. The clothes are no longer displayed on a white background, but in a lifestyle universe. It is always difficult to quantify, but we see an increase in turnover. "
 
The brand intends to develop content to increase traffic on its site. Currently 30 percent of its sales already come from online purchases, which the label intends to quickly double with a new strategy.