Designer Karl Lagerfeld is set to launch a diffusion line next year with plans to also expand the brand image with a store roll-out.
Karl, which will initially consist of a womenswear collection, will include 100 pieces with retail prices ranging from €60 (£52) to €300 (£261). It will launch exclusively on etailer Net-A-Porter on January 25 before the collection launches on karllagerfeld.com on February 28.
The range will have a strong emphasis on denim and leather with key pieces including a black cocktail dress and silver jeans. The collection predominantly targets women in their late teens and early 20s.
The company also plans to add a menswear collection for autumn 12 which will be wholesaled at a small number of retailers however the Karl collection will be predominately web based.
Natalie Massenet, founder and executive chairman of The Net-a-Porter Group, said: “It’s a very strong, well-edited collection with a great mix of street attitude and timeless chic. It also is an entire wardrobe that mixes and matches well with itself. While it has great contemporary price points, it has enough edge to resonate with a sophisticated fashion consumer who is looking for great new items at any budget.”
Next year Lagerfeld will also unveil a new signature collection, Karl Lagerfeld Paris, which will launch for autumn 12 and will be produced and distributed under a licensing agreement with Italy’s Ittierre SpA.
Karl Lagerfeld plans to open several pop-up shops in major cities as well as opening flagship “experience” stores showcasing all Lagerfeld ranges. President Pier Paolo Righi said Karl Lagerfeld aimed to open the first “experience” store in Paris the second half of next year with a full rollout in 2013.