Maje has discovered a novel technique to current its Summer time Paradise capsule assortment. The French model of latest ladies is partnering with Surf Lodge in Montauk, New York, in a pop-up window that runs from Wednesday by means of June 5 on the fashionable resort and social gathering venue.
The shop goals to supply a style of the capsule that was imagined on a seaside and provides colourful summer time items that mirror a relaxed frame of mind. There’s additionally a pool desk exterior that options patterns just like these discovered on clothes and niknaks. The road retails for a mean of $275 for equipment and $325 for ready-to-wear.
Paul Griffin, CEO of Maje North America, stated, “We needed to accomplice with a model that understood our imaginative and prescient and would assist us execute it and so they have been equally excited to accomplice as a part of their pop-up summer time sequence.”
The shop is just the second pop-up that Maje has opened. The primary was additionally in Montauk, at Gurney’s, one other Hamptons hotspot, which celebrated the model’s M bag. However that was in 2016.
“Now we’re bringing the model again to Montauk,” he stated. “Surf Lodge is an iconic place and there are nice synergies between them and our capsule. And the environment out there’s good.”
Though Griffin expects the shop to generate robust gross sales, he stated the principle purpose for partnering with Surf Lodge is to lift consciousness of the Maje model and the Summer time Paradise assortment. “It is a possibility to get in entrance of the distinctive clientele within the Montauk space. We do not have distribution retailers there, so we’re to see the way it resonates on this market.”
Maje operates 18 unbiased shops, 35 in-store shops and 5 retailers within the US and sells at main retailers together with Bloomingdale’s, Saks Fifth Avenue and Nordstrom. He stated the US accounts for about 30 % of the model’s enterprise and is “a vital marketplace for us.”
“This season we simply launched a rental platform, Maje Ahead, and I think about we are going to construct a resale platform subsequent 12 months as a part of our sustainability efforts,” Griffin stated.
However for now, the main focus is on the Maje x Surf Lodge pop-up.
As a part of the plan for the occasion, Griffin stated the corporate will host a “expertise weekend” for 10 influencers and publishers from the US and 4 from Paris who will keep on the Surf Lodge and be invited to a intimate dinner in June. four to carry the capsule.
“Large model moments like this have a big influence on world model consciousness,” Griffin stated.
Maje is a part of SMCP, who can be the daddy of Sandro, Claudie Pierlot and De Fursac.