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Chloé plans huge brand expansion strategy for 2014

Chloé plans huge brand expansion strategy for 2014

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Image: Jay Strut
Image: Business Of Fashion

Any rumours of Chloé being sold off to the highest bidder have been quashed, with confirmation of the label's ambitious plans for the year ahead

Following industry whispers that Chloé could be up for sale soon by conglomerate Richemont, it seems thanks to multiple sources – and a key strategy set into motion for 2014 – that the rumours are, in fact, false.

A first indication of this comes by way of Creative Director Clare Waight Keller, who has been at the helm since 2011, and has just had her contract renewed – plus there are plans to launch a new fragrance in September, a series of pop-up events for diffusion line See by Chloé, expansion into the Chinese market and new retail concepts later this year.

"I'm thrilled to carry on developing my idea of Chloé," Waight Keller has confirmed, "I think there's huge potential here."

Instead of selling the label off, it seems that in actual fact Richemont is keen to invest more, with the group's executive chairman and main shareholder, stating, "We are lucky to have a shareholder with a long-term view," adding, "we are enjoying a growth which is unprecedented."

It has been said that the brand's recent Baylee bag was its "best launch in many years," by Waight Keller herself.

The 41-year-old British designer has confirmed that "the house was in a period which was open for a new vision, which I was really excited to embrace, I have certainly experienced it before in my career where people have a vision of a brand and it takes a while for them to come around to a new one. I think we're really seeing the fruits of that now." 

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