Jimmy Choo Wants To Become A Global Accessory Brand Through Multiple Sales Packages.

"Now we want to become a global accessory. brand "Pierre Denis, CEO of luxury shoes package Jimmy Choo, recently moved to" Women's wear The daily said.

Denis joined Jimmy Choo in 2012. He helped the brand to be listed on the London Stock Exchange in 2014, and went through the whole process of changing the brand.

In 2017, JAB holdings, controlled by the German Lehmann family, sold Jimmy Choo to Capri group, which currently owns luxury brands such as Michael Kors and Versace.

Two years ago, Jimmy Choo, which has enough funds and resources, increased its handbag business. Gym shoes Product lines, and building a wider range of products. Online and offline The community is rushing toward the target of $one billion.

Jimmy Choo currently has 215 stores worldwide, and it is reported that the company plans to increase this number to 300. Retail sales will contribute about 75% of the sales volume, while the remaining 25% will come from department stores and specialty stores.

In terms of category, footwear Product business accounted for 75%, accessories category accounted for 25%. Pierre Denis said that at present, Jimmy Choo shoes and accessories product lines have their own products and R & D design teams. According to the plan, the future business proportion of these two products will gradually narrow the gap and become 55.

Denis said that the current strategy of Jimmy Choo is to add more elements to the brand and products, expand the product matrix and deliver it to new customers. Everything is about products, products and products. "

With the convoy of Capri group, the development of Jimmy Choo has become more powerful. Most of the brand was held by private equity funds in the past, and the latter looked at the short-term returns in 3-5 years, thus lacking long-term commitment and commitment to Jimmy Choo.

But luxury group Capri is different. Jimmy Choo is now the brand creative director, and is also the founder's niece, Sandra Choi. "Capri group has the same business as ours. We don't need to spend time explaining ourselves, because we speak the same language. But with private equity funds, "most of the time, you are explaining why you do things in some way."

Capri group did understand why Jimmy Choo was purchased from the very beginning and how to relocate Jimmy Choo in this luxury empire.

In those days, Capri bought Jimmy Choo at the time of $17.5 of the brand's valuation at that time, and John Idol, chairman and President of Capri group, said Jimmy Choo "does not need to be redesigned." Choo It needs additional resources to help it grow faster. "

Jimmy Choo was delisted after being acquired by Capri group. Since then, it has been a powerful driving force for the growth of Capri group. Interface fashion Previously, Capri group's revenue for the fourth quarter of last fiscal year was $1 billion 340 million, an increase of $1 billion 340 million over the same period last year, or 13.9%. But net income fell by 190 million US dollars, a decrease of 44 million US dollars over the same period. Among them, the Jimmy Choo brand continued to lead the group growth in the quarter, and the sales volume of the brand increased by 28.7% to 139 million US dollars.

John Idol told Wall Street investors last month that Capri group's goal is to make Jimmy Choo surpass its peak in history, that is, 10~12%'s operating margin. We hope to enter the youth and youth market, and accessories products will be the key to achieve this goal.