Chloé, No Longer for Sale, Is Set to Expand

And Creative Director Clare Waight Keller is staying put.
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Dhani Mau
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And Creative Director Clare Waight Keller is staying put.
Chloé Spring 2014. Photo: Imaxtree

Chloé Spring 2014. Photo: Imaxtree

A piece in WWD Thursday outlines all of the ways in which Chloé plans to expand and develop in the near future. There are plans for a new fragrance, events for lower-priced brand See by Chloé, new retail concepts, expansion into China and building up jewelry and footwear. (The company confirmed all of this in an email to Fashionista.)

But the biggest takeaway is that parent company Richemont is giving Chloé the investment needed to make these developments. There were multiple reports last fall that Richemont was planning to sell the company to focus on more profitable hard luxury (watches and jewelry) companies within its portfolio. Perhaps Chloé, which has a big accessories business, is performing better than Richemont expected.

While "production issues" caused disappointing first-half sales last year, Chloé CEO Geoffroy de la Bourdonnaye told the trade the company was experiencing "unprecedented growth." Clare Waight Keller's Baylee bag was apparently the "best launch in many years," and necessitated waiting lists. And See by Chloé, which Waight Keller is said to have become more involved with (no wonder it looks so good lately), produced “numbers way above our expectations" in December, according to de la Bourdonnaye.

The company's recent success -- and Richemont's willingness to continue investing in it -- is also probably partially due to the fact that this is a rare period of consistency for the brand. Following a revolving door of creative directors (Stella McCartney, Phoebe Philo, Hannah MacGibbon), Waight Keller seems to be staying put. A rep for the brand confirms that her contract has just been renewed, though the duration was not specified.