IKKS opens first U.S. children's store on Rodeo Drive
IKKS Junior is testing out its export potential. The brand entered into a joint venture with Fung Kids last year to open its first stores in China and now the the French ready-to-wear giant IKKS’ kidswear brand has opened its first store in the U.S. The brand chose California for its first foray into the U.S. brick-and-mortar market.
The business was already retailing its apparel brands in the U.S. market through the wholesale channel and through e-commerce. Its first physical store was opened by two French partners, Matthieu Lecuyer and Joyce Lopuszanski. The store measures around 100 square metres and was inaugurated on Friday on Rodeo Drive.
IKKS chose to enter the U.S. with its children’s line.
“Our children’s brand is the group’s foundational line,” said IKKS in a statement. “It is a concept that naturally fits exports due to the creativity and impertinence of children, wherever they are.”
The brand’s first franchise store could be the first in a series of store openings as other locations are currently being negotiated, according to IKKS.
IKKS Junior, which is developed internationally under the guidance of IKKS Paris, will remain the priority for the current U.S. expansion before any talk of introducing its adult apparel line in a similar format.
The children’s brand celebrated its 30th anniversary in 2017 and has just over 150 stores worldwide.
The brand’s CEO Pierre-André Cauche revealed that children’s wear would be at the heart of IKKS’ business strategy for 2020 in an interview in spring this year, just after the brand was taken over by new shareholders, who were its former creditors.
The takeover was facilitated to reduce the brand’s debt. Following its men’s and womenswear lines, IKKS Junior is working on a transformation to improve its financial results following a decline in 2018.
The brand will concentrate on exports, with a focus on the Chinese and U.S. markets, to bring IKKS Junior into positive growth.
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