2024 was a key year for SKFK. The brand, which was founded in the Basque Country under the name Skunk radio in the 1990s, will start in 2025 with a determined focus on internationalization, especially in important markets such as Germany and the strengthening of its identity on the global market.
On March 10th, the sustainable fashion label as part of the Off of Paris Fashion Week will debut with its “Oreka” collection, a collection that is inspired by the tradition and aesthetics of the Basque Pelota game.
The internationalization of SKFK has gained a lot of driving in recent years. The brand is currently represented in key markets such as Germany, Italy, the Netherlands, France and the USA, with 60 percent of its annual sales of 12 million euros in 2024.
In order to support this growth, the company optimizes its omnichannel strategy and ensures a balance between its own retail stores, the multi-fire channel and digital expansion.
Pop-up in Paris: Another step to surpass 12 million euros
SKFK creative director Maia Eder Curutchet has a strong connection to France due to her training as well as her professional and private career. She studied visual art at the University of Bordeaux, which made it possible for her to develop her artistic vision and focus on sustainable fashion. In addition, she worked in the haute couture with well -known fashion houses such as reading and Chanel.
Parallel to participating in the Paris fashion week, SKFK strengthens its presence in France with the opening of a pop-up store in the heart of Paris. From March 3 to 16, the brand at Rue Saint-Honoré 45 will be present in the Les Halles district. The pop-up store, designed as an art gallery, is intended as an immersive experience in which the clothes tell the history of the brand, in line with the latest participation in Madrid Es Moda.
This pop-up store model, which the company is planning to replicate in other key markets, enables SKFK to get in more contact with its community, strengthen its brand image and offer an immersive experience that is in line with its sustainability philosophy.
Business development
SKFK’s international growth was remarkable last year. The brand is currently represented in key markets such as Germany, Italy, the Netherlands and France via a strong multi-fire network with 650 sales outlets worldwide. SKFK continues to expand its market presence in the USA, while the network of 13 own shops in Spain and France complements the Omnichannel strategy. In addition, e-commerce enables range throughout Europe.
With regard to buying habits, SKFK has found differences between the customers: inside in their own retail and those in the multi-brown channel. While the former are looking for an immersive brand experience, the multi-fire channel enables the address of new target groups. With this knowledge, the brand will further strengthen its omnichannel strategy and ensure coherence at all customers: internal contact points.
View into the future
The focus of SKFK on conscious and circular fashion is still becoming increasingly important. The second-hand project was very well received and reflects a change in consumption habits towards reuse and circular economy. In addition, the company has resumed the on-demand collections and zero-waded products, which optimizes material consumption and reduces textile waste.
After the year 2024 consolidated international growth, SKFK starts in 2025 with a strategy that aims to strengthen the community, to expand the presence through brand experiences and to continue innovations in the business model.
This article previously appeared on fashionunited.es and was used with the help of digital tools translated.
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