Premium footwear business Kurt Geiger has launched an accessories range in its Mayfair store in London, which opened today, Friday August 12.
The Everything but the Dress range features accessories including handbags, small leather goods, technology accessories, scarves, gloves, jewellery and hair accessories. The collection launches today at the Mayfair store and will be available online from Monday on Kurt Geiger’s revamped website. All other Kurt Geiger standalones will stock the range from September.
The new store, on 13 Grafton Street, will be the first to reflect Kurt Geiger’s new store concept, which has been designed by creative director Rebecca Farrar-Hockley and visual expert John Field and will be rolled out to other stores. According to the business, the “luxurious concept store” will house mannequins clad in nothing but accessories and footwear, with rotating chandeliers and an “ultra chic interior”.
Products range from black python-embossed leather bag to jewelled rings and retail prices range from £40 to £450.
Under its new accessories range the retailer will also launch Candy, a cheaper collection of accessories retailing at £8 to £55. Items include purses, cardholders, pencil cases and make up bagsplus small trinkets such as beaded necklaces in fluro colours, coloured friendship strings with star charms, hair accessories, earrings and rings.
Additionally the retailer will re-launch its kurtgeiger.com website later this month, which will showcase Everything but the Dress. The new site will offer exclusive pieces, previews of forthcoming collections, footage of exclusive events, trend information and behind the scenes reports.
According to reports the retailer has invested £4m to £5m on Everything but the Dress, with half of this being spent on the new store concept. Kurt Geiger has tripled its advertisting spend to £3m to promote this new campaign including a revamped logo and packaging. Kurt Geiger aims for accessories to generate 30% of turnover at Kurt Geiger stores and 20% of total turnover, reports have suggested.