NEW YORK — Calypso Christiane Celle is the little concept that could.
Who would have thought a business born on St. Barth’s, that barefoot Caribbean paradise where relaxation is a religion, could spawn such serious ambitions? The symbol that best represents those aspirations is the company’s new 10,000-square-foot, five-floor flagship at 815 Madison Avenue, near 68th Street.
“Our stores are normally from 300 square feet to 2,500 square feet,” said Antoine Verglas, husband of Calypso founder Christiane Celle. “We want to increase our presence now. We will try larger stores where we can.”
While Calypso’s merchandise — breezy white tunics, caftans, easy cotton dresses, leather sandals and canvas totes — underscores its laid-back image, the company is aggressively trying to raise its profile. “We want to position Calypso Christiane Celle as an international lifestyle brand,” Verglas said.
With $70 million in sales projected for 2006, Calypso is expected to reach $100 million next year. To bring it to $500 million, “we’ll need stronger management and more capital. We experienced 70 percent growth this year and we anticipate growing 50 percent next year,” he said.
Verglas said the company has been approached by investment banks, venture capitalists and private companies. He declined to name them or elaborate.
Calypso’s flagship is located in a former Versace boutique. With its Baroque furnishings and moody colors, the Versace store’s design was the antithesis of Calypso’s sunny aesthetic. “It was very dark and a bit gloomy,” Verglas said.
A double-height window, which was hidden behind Plexiglas, was opened up, the walls were covered in white paint and the lighting was upgraded. Now everything is clean and sleek, with white cash wraps and steel fixtures. The space is accented with African furniture, such as a tribal bench ($3,600).
With 7,500 square feet of selling space, the flagship is projected to do $7.5 million in sales in its first year. “We hope we can bring it to $10 million,” Verglas said. “Not one of our stores does less than $1,000 a square foot.”
Verglas rattled off several stores that do more than $2,000 in sales per square foot, including units on Mott Street and Hudson Street, here, and stores in Brentwood, Calif., and Bal Harbour, Fla.
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An existing shop on Madison Avenue and 74th Street will continue operating, despite its proximity to the flagship. It is the first time all Celle’s concepts are under one roof: accessories, gifts, women’s wear, children’s wear, home, furniture and fragrance.
The ground floor of the flagship is devoted to gifts, jewelry and beauty products from Rescue, Malin & Goetz to Calypso’s own fragrances and bath and body collections. Jewelry is a mix of delicate gold necklaces with colored gem stones by Thoi and chunky African-inspired necklaces from M&A Designs ($215). A bronze and snakeskin bowl is $350.
Vintage textiles, antiques, African sculptures, baskets and bedding in sophisticated color combinations of ecru, beige, gold, silver and brown might be found in the skylit home area on the third floor, which looks like the corporate apartment of a stylish multinational executive, decorated with African tribal benches and hair-calf throw pillows.
Women’s wear, which occupies two floors, is a combination of Celle’s designs and the work of a variety of designers, many French or based in the Caribbean. About 65 percent is sourced from vendors Tdufi Duek, Donale, Nicky Dupont, Kulchi and Kristensen du Nord. The remaining 35 percent is made up of Celle’s two labels. The mix is moving toward an even split, with 50 percent Christiane Celle, the signature line, which features a cotton and lace dress for $180, and the Calypso label, comprised of wrap tops, tanks and crochet skirts.
To fatten margins, Calypso plans to do more of its own manufacturing and further develop shoes and handbags. “We have a small wholesale business,” Verglas said. “It represents about 5 percent of our total volume. It’s a way for us to test certain markets. We prefer retail.”
Clearly. These days, the operative word is global in sourcing product and expanding the store network. Nine months ago, the company opened a store in Paris. A boutique will bow in Saint Tropez in April and Calypso is seeking locations in London and Asia, Verglas said.
Closer to home, Calypso will unveil a new store in TriBeCa in May. A store on the corner of Lafayette and Broome Streets will be devoted to vintage voyage, while 407 Lafayette Street will house a new children’s concept. Calypso also plans to open a unit in Naples, Fla. Celle will come full circle when she opens a store in St. Barth’s. “It will be good for Christiane to go back to where she started,” Verglas said. “She’s true to her vision. She has a definite point of view and has proven herself.”