As premium brand Eleven Paris prepares to launch its first store in the UK in London next month, Ruth Faulkner chats to founder Dan Cohen about the store and his plans for the brand in the UK.
Q: How many stores do you have worldwide and why do you want to open a store in London?
A: We have 14 stores in France and one in Brussels. We already wholesale in the UK and have between 50 and 60 accounts with places like Asos, Urban Outiftters, Choice and Village Bicycle. We feel that now is the right time to expand our store presence internationally and London is the right place for us to do that.
Not only is London one of the main fashion capitals of Europe but central London, especially Carnaby Street, is very popular with tourists which will help raise the profile of Eleven Paris internationally.
Q: Can you tell me a bit more about your plans for the store itself?
A: The store is in a great location on Carnaby Street. It will sell the women’s collection and the men’s collection. We haven’t decided yet whether it will also sell the kidswear as in France we have separate stores for kidswear, so maybe that will come later.
Q: Is this going to be the first of many stores for Eleven Paris in the UK then?
A: We don’t have any firm plans for any other stores at the moment but we do definitely want more stores in the UK. I would hope that we could look at opening four to five stores in the UK in the next five years in other large city centre locations.
Q: How will you be promoting the new store opening in London?
A: The store opening will be supported by a large-scale UK marketing campaign which will consist of London bus and taxi advertising as well as escalator advertising at Oxford Circus tube station and consumer advertising in Grazia magazine.