Berenice to expand abroad
Ahead of its 10th anniversary, which it will celebrate during the summer of 2016, the ready-to-wear brand Berenice has big plans to expand abroad. With a stable turnover of 30 million euros, sales abroad account for 20% of its business. The aim now is to increase this to 40% over the next three years.
Beyond France, Berenice currently has 16 locations in London, Geneva, Brussels, Istanbul, with shops-in-shops in Great Britain, Switzerland, Lebanon, etc.
Seven openings are planned for this winter in Dubai, seven in Saudi Arabia (first in Jeddah and Riyadh...), three in Seoul and a total of 35 locations over the next seven years in South Korea.
Dominique Nebbout Chekly, Berenice’s executive director, is additionally counting on the development in South Korea to touch China. The brand is not present in the US, but the Chekly admits that the fall of the euro has made prices more competitive.
There are no further openings planned for France, however. Berenice currently has about 40 locations in the country as well as five outlets. “In general, we enjoy premium locations,” she said. Berenice is also distributed through 150 multibrand locations in France and 180 abroad.
Beyond the plans to expand, the brand is also going back to its roots with a strategy primarily focused on knitwear. “For winter 2014-2015, our range was balanced between knits and weaves,” said Chekly. “This summer, the ratio is 70% knits 30% weaves. And for next winter, we’ll be at 80/20." Berenice will offer a total of about 220 models per season.
Next winter, its range will also be expanded to include more menswear pieces. This is actually a relaunch, since the brand had previously long offered pieces for men, as well as for children.
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