Saks launches après ski-themed 'Saks Lodge'
Saks Fifth Avenue is refreshing its array of in-house offerings with the après ski-themed contemporary initiative, ‘Saks Lodge.’
Launched on October 7, Saks Lodge offers a variety of new brands, including a range of women's ready-to-wear, shoes and accessories as well as home and gift items for both men and women. In addition to its in-store presence, the initiative also includes a dedicated section on Saks.com that will run through November 4.
Carrying a total of over 35 brands, the après ski initiative features exclusive merchandise created by 15 brands--including Baum und Pferdgarten, Staud, LoveShackFancy, Frame, Helmut Lang, Theory, 3.1 Phillip Lim, Derek Lam and 10 Crosby, among others. There are also four new brands launched as part of the initiative, including Michelle Waugh, Perfect Moment, Lindsey Thornburg, Threads of Prvlg.
The retail initiative is taking place at Saks locations in New York, Beverly Hills, Boston, Greenwich, Houston, Long Island, San Francisco and Troy.
In order to boost the initiative, Saks Lodge will run a series of in-store events and animations from Birkenstock hand painting to coat personalization at Saks New York.
In addition, a Saks Lodge pop-up is scheduled to appear in The Collective, a recently renovated space dedicated to contemporary fashion on the fifth floor of the Saks New York flagship, from October 9 through November 2, with additional pop-ups scheduled to appear across the aforementioned Saks locations.
The launch follows a September report of wider second-quarter loss from Saks Fifth Avenue parent company Hudson’s Bay Co.
The parent company, which has been working to revamp itself for a new generation of consumer, has felt the impact of factors like the rise of online shopping, store closures and the full-out sale of brands like Lord & Taylor from its portfolio.
According to the company, these shifts are meant to help narrow its business in order to focus on what it believes to be its star players, including Saks Fifth Avenue and Hudson’s Bay in Canada.
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