Women’s fashion footwear brand Moda In Pelle is embarking on an aggressive retail push, with planned openings in both the UK and overseas.
Moda In Pelle, which already has 30 UK stores, will unveil a new concept store in St Albans on September 3. This will be the first of 10 new openings in the UK over the next 12 months.
It is the first period of major expansion for the business since it fell into administration in October 2008, before being bought back out by founder Stephen Buck the following month.
Buck said: “It has taken six years to get the business to the point it is at now, where we are in a position of growth.”
Buck told Drapers the openings would mainly be in the South, where the retailer is under-represented, with Windsor earmarked as the next likely location. All of the new stores will mirror the concept used in St Albans.
“We wanted to freshen up our stores,” explained Buck. “We are keeping our logo the same but have toned down the colour palette so there will be less of the bright pink seen in our existing stores.”
Moda In Pelle has also opened its first store outside the UK, in conjunction with a franchise partner in Lahore, Pakistan.
Buck said it was actively seeking more franchise partners to open further stores overseas, but would not be drawn on specifics.
“It would be fair to say we are looking to open a substantial number of international stores over the next 12 to 18 months,” he said.
The brand will continue to be wholesaled in the UK and overseas, but it will change how it works with stockists as it expands its retail presence.
Under the new strategy, Moda In Pelle will offer a tailored selection of items for its wholesale stockists as well as an automatic replenishment programme.
The brand has about 100 wholesale accounts in the UK and will only open new ones via a careful selection process.
“We are still very much a wholesaler but want to make sure we are working with the right people,” said Buck.
“We have to work at this over the next 12 months, to understand it better and deliver some form of good advice to suppliers about how to deal with individual markets in the EU.”