Daniel Hechter: fashion show in Shanghai and a pop-up in Paris

By

Anaïs Lerévérend

Published
Oct 22, 2014

Daniel Hechter, the Parisian brand owned by German group Miltenberger Otto Aulbach, is attacking on two fronts, aiming to assert its presence in both Shanghai and Paris. 

With a decade-long presence in China through local partners, the brand would like to make a big splash this fall. Without making it an official anniversary celebration, Daniel Hechter has decided to organize a fashion show in Shanghai. 

Scheduled for November 6, the event comes following two intense years, during which the brand has doubled the number of its points of sale in the country, which now amount to 350, mostly made up of concessions and a few dozen stores. 

Meanwhile in France, it’s quite another story for retail. The brand closed its only store on rue Marbeuf (8th arrondissement) over the summer, transforming it into a Lagerfeld Homme store, for which it holds a license.  

While looking for a new location for spring-summer 15, the brand aims to maintain its relationship with the customers of its former store. It’s for that reason that it will open a pop-up store at 47 Rue Saint-Roch from November 20 to January 2. 

At 650 square feet, the temporary address will feature a ready-to-wear selection for men and women, as well as leatherwear in a neighborhood where the brand would like to open its next store: the 1st arrondissement, between the Tuileries and Opera, which is "less elitist and more appropriate for the brand," according to Loïc Lemarchand, its general manager.