Women’s luxury footwear brand Gina will launch a new boutique concept at 119 Mount Street on May 22.
The 1,000 sq ft shop, which was previously occupied by French womenswear brand Azzaro, will have a “relaxed and luxurious” feel with Victorian detailing and a lounge area. Gina already has a UK store on Sloane Street, Chelsea.
Gina is looking to expand internationally and is considering launching in the US, Australia and Russia, as well as adding a further three or four stores in the Middle East, focused on Kuwait, where it already has one store. Gina also has two shops in Dubai.
Chief executive Aydin Kurdash said: “We’re seriously looking at the States and Australia. I’m a little more reserved about the Russian market given the current political situation, but that could be a great growth area for us.”
Former Mulberry European sales manager Riccardo Gaggero has been appointed as head of global sales to oversee the expansion. To tap into a larger customer base, Gina has broadened its price architecture, lowering entry-price styles. The spring 14 collection has expanded the number of styles by 20% to 150, dropping the entry retail price from £600 to £400. The lower-priced styles have less embellishment, without the usual addition of Swarovski crystals.
Gina, which owns a 40,000 sq ft factory in Tottenham, north London, has 10 stockists including Selfridges and Harrods. Drapers understands that Gina will be one of the brands with a concession in Harrods’ revamped Shoe Heaven department when it opens in August.