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AllSaints boss mulls new product launches

AllSaints’ incoming chief executive has outlined grand plans for the premium fashion business when he picks up the reins next month.

William Kim, who is leaving his role as senior vice-president of retail and digital commerce at Burberry to join AllSaints, will relocate from the US to London for his start date of October 15.

Although Kim is planning to “get to know the amazing team already in place”, he hinted that he was keen to launch new product categories, reinvigorate existing areas, adopt a new strategy for international expansion and push ahead with digital innovation.

Describing the existing range as “a good base”, Kim is planning to introduce new suppliers “where possible, based upon the new product categories we need to enter”. He declined to specify what new categories could be added, although ruled out homeware.

Kim emphasised “the purity of the brand” as a key strength and said growth in existing markets, Asia and the Americas was a priority, noting he would be looking at “branding and consumer perception” in those markets.

Earlier this week, Lyndon Lea, partner at investor Lion Capital, told Drapers AllSaints would triple in size under Kim, with openings in Vancouver and Toronto on the horizon. It is also scouting for suitable opportunities in Tokyo.

Kim is also leveraging his digital background to push ahead with “mobile, ecommerce, social commerce” as well as “events” such as the Basement Sessions.

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