13 Bonaparte to open in New York

13 Bonaparte
By Chenu Alexis, Fashion Network

After opening in Paris and then in Los Angeles shopping mall Row DTLA via its American subsidiary in August last year, 13 Bonaparte, the French fashion brand created by designer David Sarfati, has announced the opening of a new store this September and is heading for New York.

Opting for a Lower East Side address on Rivington Street - the same place that the brand opened a pop-up store last April - the 70-square-metre store, coupled with a basement floor of the same size, will serve as retail showroom for the fashion brand, and also offer art and vintage furniture pieces.

"New York and the Lower East Side resonate strongly with us," explained David Sarfati. "The area and its cultural and artistic dimensions - the New Museum, the numerous contemporary brands and art galleries here, the new Ace Hotel will also open here at the end of the year (Sister City brand) - marrying together with the spirit of our brand, and this new store will allow us to continue to reach the American customer, those who know 13 Bonaparte from visiting our Marais location."

The New York opening is part of the brand's international expansion, which commenced two years ago and is now "primarily a retail strategy," today supported by an American subsidiary partnership with Maxwell Anderson, driven by several private investors.

From 2019 to 2022, this retail strategy should see the brand enter the Korean and British markets too. The Japanese market, where the brand is present at department store Isetan, is no longer a priority.

"Brand growth is truly organic," said Sarfati. "We have taken the time to develop things sustainably by mastering each step and conserving a true mid-season positioning and a strong identity to be ready for the global stage."

Parallel to retail, 13 Bonaparte continues to be sold via department stores, its only wholesale axis, and will open a retail corner in Paris' Printemps Haussmann by the end of summer, after hosting a three-month long pop-up store there.

As for online, the brand, "in its start-up phase", is looking for even more growth. Outside French and European e-commerce, the brand boasts an American site, which it launched in December last year.

13 Bonaparte is also focusing more and more on its denim line, each season linking up with a collaborative artist, with the new collection, after the New York City Ballet, being created with photographer Alyssa Heuze (nominated this year at the Hyères Festival). It's a line set to drop this year with menswear-inspired pieces for women.

Finally, the label will this year look to innovate its offering with a debut accessories collection this September, made up of travel bags, clutches and cardholders, before launching in 2019 a fragrance and a vase, the designer applying his passion for design.


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Lifestyle News: 13 Bonaparte to open in New York
13 Bonaparte to open in New York
Lifestyle News
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