MILAN — Celine is eyeing expansion, including a capsule collection of men’s accessories.
In what the brand considers a natural product extension, designer Ivana Omazic is working on a small collection of men’s travel bags, bags, belts, sunglasses, watches and other products. “We’re not thinking of men’s wear right now, but we believe that certain men will appreciate accessories designed by a woman,” said Serge Brunschwig, Celine’s chief executive officer, during a visit here.
The brand is remodeling existing stores based on the Milan shop, which has had the new blueprint since it was reopened in October.
Airy and luminous, the 2,160-square-foot store features bronzed shelves and bronze-trimmed niches that balance milk-white leather walls and panels, a macro light box column at the entrance featuring runway shots, glass showcases, and shiny steel shelves for eyewear and small leather goods. The windows are bigger and give a deep perspective of the interiors from the street.
First on the makeover list for 2007 are Geneva, Moscow and Cannes, and two new stores will open in China, bringing the total there to eight.
“We’ve had fantastic visibility and increased great traffic in the Milan store with double-digit sales growth, especially in footwear,” said Brunschwig.
He added that Celine’s fully owned Florentine bag factory set up in the Sixties by Richard Vipiana, the founder’s husband, is being modernized.
“Once ready in mid-2007, it will be a state-of-the-art factory capable of increasing our production and a great environment for the workers,” said Brunschwig.
The factory makes all Celine’s bags, a category that accounts for 40 percent of the brand’s sales.
Omazic continues to remake the brand in her image, which is reflected in the spring ad campaign. Photographed in Paris by Xavier Valhonrat, the ads feature French model Lea Devravin shot against a saturated blue sky and integrated into city life.