Pri­vate Ex­cep­tion

WWD Digital Daily - - In Focus: Market Insights -

L’Ex­cep­tion, the Paris-based on­line re­tailer ded­i­cated to French la­bels, is launch­ing a di­rect-to­con­sumer pri­vate la­bel men’s line.The idea, said founder Régis Pen­nel, is not to go into com­pe­ti­tion with the brands they sell but to present a com­ple­men­tary line of ba­sics. The preppy line in­cludes parkas, roll necks in merino wool, old-school cardi­gans and flan­nel shirts, with prices go­ing from 35 eu­ros for a T-shirt to 120 eu­ros for a denim jacket.

De­sign­ing the line is Rémi de Laquin­tane, founder of Laquin­tane and co­founder of Parisian men’s wear la­bel Édi­tions MR, both of which are car­ried by L’Ex­cep­tion. Lewis Lazar and Christo­pher Moore of French group the

Or­a­cle Sis­ters, which chan­nels a Seven­ties vibe, are cited as the muses of the col­lec­tion.

Launch­ing on Oct. 11, the line will be sold ex­clu­sively on the re­tailer’s site and in a ded­i­cated cor­ner at its brick-and-mor­tar store in the Fo­rum des Halles shop­ping cen­ter, with reg­u­lar drops and a fo­cus on Euro­pean ma­te­ri­als and pro­duc­tion. The de­tails of the sup­ply chain will be shared on the site.

Pen­nel de­scribed the line as be­ing very Parisian in style — “clas­sic with a twist.”

“We thought more about core prod­ucts for our cus­tomers. We are go­ing to find cre­ative prod­ucts — prints, pat­terns, colors — at brands like AMI and Kenzo, but in the end, the cus­tomer wants to buy white shirts, blue shirts, chi­nos and coats in good cuts and ma­te­ri­als,” he said. Other brands stocked by the re­tailer in­clude North Hill, Na­tional Stan­dard, Olow and A.P.C.

A sur­vey re­cently con­ducted by L’Ex­cep­tion re­vealed that 90 per­cent of cus­tomers of the site would be open to buy­ing prod­uct un­der the re­tailer’s ban­ner, Pen­nel said. “We’re start­ing this brand af­ter seven years of busi­ness, they trust what we sell and our style,” he said, adding that men’s is see­ing a stronger growth than women’s. He ex­pects to gen­er­ate around 6 mil­lion eu­ros in sales this year.

Pen­nel said he has big am­bi­tions for the pri­vate la­bel line. “This by far rep­re­sents our big­gest bud­get for the sea­son,” he quipped. — KATYA FOREMAN

Lewis Lazar and Christo­pher Moorein looks from the L’Ex­cep­tion line.

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