Arcadia boss Sir Philip Green has said Dorothy Perkins’ exclusive tie-up with US reality stars the Kardashian sisters will bring a “point of difference” to the high street retailer.
Green signed a deal this week to bring the clothing range designed by the sisters to the UK through his Dorothy Perkins fascia.
The 100-piece Kardashian Kollection will launch before Christmas in 250 of the high street chain’s stores and online, with an emphasis on occasionwear and a mixture of pieces reflecting the style of Kim, Khloe and Kourtney Kardashian. Footwear is due to be added for spring 13.
Speaking to Drapers about the launch, Green said: “We, like all retailers, are looking to find a point of difference and something new – I don’t believe we were the only retailer interested in it. There were other people in the UK who wanted it. The team and I looked at the product and I think it is really good, really commercially saleable. It’s not crazy design-wise. It’s the sort of merchandise Dorothy Perkins would buy and it will sit well in the shop.”
He said the pricing would fit with the chain’s value offer, and added that by choosing Dorothy Perkins for the link-up there was scope for expansion. “We have good coverage with Dorothy Perkins; we’ve got 600 stores, so if we decided to grow it we could,” he said.
Green claimed the deal was not part of a broader shake-up within Dorothy Perkins but said the chain, alongside all Arcadia fascias, would continue to look at international expansion opportunities.