With Handbag Sales a Top Priority, Proenza Schouler Debuts $75 Pins For New Perforated Line

Will these pins prove as lucrative as Anya Hindmarch's stickers?
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Chantal Fernandez
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Will these pins prove as lucrative as Anya Hindmarch's stickers?
Proenza Schouler PS1 bag, $1,885 and pins, $75 each. Photo: Proenza Schouler

Proenza Schouler PS1 bag, $1,885 and pins, $75 each. Photo: Proenza Schouler

This summer, handbag designer Anya Hindmarch told Business of Fashion that her line of colorful and kitschy stickers had driven over $18 million in sales since its debut for the spring 2015 season. The self-adhesive permanent stickers, which can be placed anywhere on bags, are priced from £35 to £125, about $54 to $195, and are therefore much more accessible that anything else in her collection — where a tote bag can run around $1,550. She had ordered about 300,000 stickers at the time. 

Proenza Schouler is now pursuing a similar kind of strategy to boost sales. Starting Wednesday, the New York-based brand is selling its very own line of pins to complement its new perforated handbag styles. While they debuted online (on the brand's site and Net-a-Porter) Wednesday, they were available earlier this month at an Isetan Shinjuku department store pop-up in Japan and have already made their way onto the arms of celebrities like Gigi Hadid. 

Proenza Schouler pins, $75 each, available at Net-a-Porter.

Proenza Schouler pins, $75 each, available at Net-a-Porter.

Selling more bags has been a goal for Proenza Schouler since private equity firm Castanea Partners bought a minority stake in the brand in June. Interim CEO and Castanea Operating Partner Ron Frasch told The New York Times then that the biggest priorities were to reduce expenses, develop a signature category and boost handbag sales. “It's slowed down a bit over the last year and a half, and it's our highest margin business, with the greatest opportunity for growing points of sale," he said. 

Unlike Hindmarch's permanent stickers, the Proenza Schouler pins are removable and attach to perforations with a flat back screw. Priced at $75 each, the pins are available in letters and numbers. There are eight different perforated bag styles in black, white and yellow ranging in price from $1,885 for a medium PS1 and $375 for a zip pouch.

See Proenza Schouler's perforated bags and pins below.