The founders of AllSaints are teaming up with directional label Religion to launch multi-brand concept stores.
Kait Bolongaro and Stuart Trevor, who founded AllSaints in 1994 and sold the chain to entrepreneur Kevin Stanford at the end of 2005, have struck a deal with Religion’s majority owner Darren Collins to roll out retail stores under two fascias, one called Bolongaro Trevor and the other called Religion.
The first shop, a 2,000 sq ft Bolongaro Trevor store, will open by March on Curtain Road in London’s Shoreditch. It will stock an eponymous range and sister label Kast.
The store will also stock Religion and its more premium sister brand Buddhist Punk, as well as House of Gods, a range of rock band T-shirts that came out of the Buddhist Punk label in autumn 06.
A second store, to be badged Religion, will open in London’s West End later this year, with the same product mix. Collins told Drapers that a third store would open in the north of England, but the location and timing had yet to be decided.
Collins added that the stores would act as a springboard for expanding the product range via licensing in both Religion and Buddhist Punk.
“The Religion brand would be used across shoes, bags, jewellery and perfume,” he said. “We have tried bags before, but we need to be able to control the retail environment and having our own stores would permit us to do that.”
Trevor and Bolongaro have some retail experience from their time at AllSaints.
However, Religion’s retail business has so far been limited to a House of Gods concession at Topshop, which opened in October.