Calvin Klein looks to Sydney’s eastern suburbs
It’s the first standalone Calvin Klein store in Sydney’s Eastern suburbs and follows the global concept design for the underwear brand.
Speaking to Inside Retail, Craig Barnett, CEO, PVH Brands Australia, said the store will stock the brand’s full range of men’s and women’s contemporary underwear and sleepwear, as well as the new swimwear offering that launched in Australia this February.
Barnett said the strategic rationale behind differentiating the standalone store from department store concessions was important.
“In our standalone stores, we are conscious of offering a differentiated line from our key department store partners,” he said.
“The standalone stores offer a more fashion-focused range, which for this season includes Calvin Klein ID, Calvin Klein SheerMarquisette, and the popular Modern Cotton range”.
Barnett also said that Bondi Junction was an easy choice, with a view to capitalising on the lucrative market.
“Through our customer insights, we know that Bondi Junction captures the Calvin Klein Underwear demographic,” he said.
“We know that many of our loyal CBD shoppers reside in the East, and we want to make it easy for them to shop the brand on the weekend when they may not want to venture back in to the city”.
Last year, Calvin Klein, also opened a store at the redeveloped Broadway Sydney shopping centre in August, leasing a 65sqm space, at the Mirvac and Perron Group owned centre.
The global fashion name last week announced plans to rebrand its men’s and women’s contemporary apparel and accessories business.
It is changing from Calvin Klein Platinum to CK Calvin Klein, with a global roll-out of the new branding to start this month.
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