With a solid fanbase in North America to build on, Buffalo David Bitton is growing steadily in the UK and Europe.
Canadian young fashion brand Buffalo David Bitton has gone back to its roots and is focusing on its central product – denim. Company founder David Bitton says that after a year of consolidation, the brand has emerged with plans to boost its presence in the UK and Europe, put a stronger focus on its core product offering, and take a fresh approach to marketing.
“We aim to expand to 150 to 200 accounts in the UK and Republic of Ireland in the next five years. In Europe we already have an existing portfolio of about 100 accounts in five territories,” says Bitton.
Founded in Montreal more than 20 years ago, the label now spans 11 countries, with 2,000 wholesale accounts and 35 standalone stores. It entered the UK in 2005 and mainland Europe in 2007. Accounts include US department stores Macy’s and Bloomingdale’s.
The brand caters for fashion-savvy men and women aged 18 to 34, offering multiple denim jeans styles and a full streetwear collection. Buffalo David Bitton also produces a range of accessories covering eyewear, watches, bags, wallets and belts.
“We launch four collections a year – spring, summer, autumn and holiday. Each season features a denim range that includes our basic styles which return every season, as well as a few fashion styles that reflect new trends. This year’s must-have is wide-leg denim, which we have honoured through our Winona and Dahlia models,” says Bitton.
“For 2008, we’re jazzing up classic looks with slick geek-chic accessories. Think striped cardigans, braces and thick black-rimmed glasses. The women’s collections includes oversized men’s shirts with braces and high-waisted wide-leg denim.”
For spring 09, Bitton says the men’s range will harness a collegiate theme, with preppy looks and pastel colours and an aristocratic twist coming via coat-of-arms detailing. After seasons of clean-cut denim, more distressed looks will feature. For women, a Hamptons-inspired look will comprise sophisticated motifs on daywear and both pastel and bright shades for party styles.
The brand has a London office which handles distribution to the UK and Europe. “Reorders take two to three days to turn around,” says Bitton. “We feel it is incredibly important in today’s climate to have a short-order replenishment facility in our business.”
For 2008 the brand took a fresh look at its advertising and is repitching itself with an edgier, more directional image. It has opted for sleek back and white photography, with a focus on its denim offer.
“The brand philosophy centres around Hollywood and rock glam, so our marketing activities and promotions will be geared towards this theme,” says Bitton.
Buffalo David Bitton does not currently have a transactional website, but is looking into launching one next year. The brand regularly shows at trade show Bread & Butter in Barcelona.
1985: The year Buffalo David Bitton was launched
20%: International profit increase in lastfinancial year
£25 to £60: The wholesale price range of its jeans