Perry Ellis International believes in the power of the penguin.
The Miami-based company has big plans for its $40 million Original Penguin brand, which is in the midst of a store rollout program, including a unit at NorthPark Center in Dallas, and an expanding wholesale business to more than 400 better specialty and department stores such as Barneys New York, Bloomingdale’s, Nordstrom and Saks Fifth Avenue.
The Original Penguin brand, with its signature penguin logo, channels the iconic country club and golf heritage of the Munsingwear Penguin casual sport label of the Fifties through the Eighties before it turned cold and went out of business in 1996. Perry Ellis International purchased Munsingwear Penguin the same year, though it wasn’t immediately resurrected.
Thanks in part to PEI’s aggressive relaunching of the brand in 2003 with men’s wear, the launch of a women’s collection in 2005 and fashion’s infatuation with casual retro style, the penguin is marching forward.
An Original Penguin store is to open in Los Angeles on Melrose Avenue next month, bringing the chain’s store count to five. Other Original Penguin units are in New York, Miami, Newport Beach, Calif., and now Dallas. The 2,500-square-foot unit that opened in July at NorthPark Center courts the chain’s target contemporary consumers: women and men in their 20s and 30s.
“Dallas is a perfect example of Original Penguin targeting fashion-conscious consumers in highly hip cities that follow trends, but who also appreciate the classic sensibility in which Original Penguin is rooted,” said Chris Kolbe, president and brand manager. “Our women’s business has grown each season since its launch. There’s a very feminine side to Original Penguin that more and more women are discovering and telling their friends about. And the dress category is really dominating right now and trending very well.”
For fall, Original Penguin stores are merchandised with colorful knit tops, dresses, longer skirts, cropped pants, premium denim and polo shirts that illustrate the brand’s drive to pay homage to its golf and country club aesthetic, while also tapping into fashion trends.
Bestsellers include a silk and wool crocheted knit dress at $195, knit tops for $70 and premium denim jeans at $150 to $250. Top price points are about $500 for longer jackets.
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“Our stores are seeing double-digit gains; our comps are really healthy,” said Kolbe, noting that a new e-commerce site is also registering strong sales.
Original Penguin stores aren’t hard to spot: The cobblestone facades bear no signage except for a large black-and-white penguin perched above the doorway. Inside, polished hardwood floors, plank ceilings and cozy and colorful penguin-embossed rugs give the stores a laid-back ambience that’s balanced with fashion items and classic styles, such as polo shirts and golf-inspired apparel.
“One of the big benefits for Original Penguin fans is seeing the entire expansive range of merchandise available at the stores — they’re usually quite surprised,” Kolbe said.
In addition to women’s and men’s apparel, the Original Penguin stores are merchandised with footwear, eyewear, watches and outerwear. A men’s luxury collection called Original Penguin Black Label will bow in September.