The French outwear brand K-Way, which belongs to the Italian Basicnet group, returns to the British market with a new flagship store on King’s Road in London. The aim is to consolidate the market position in the United Kingdom and to establish itself as a leading player in the premium outwear segment.
“This new opening is part of our European expansion strategy. The British market, especially London, is of central importance for us, ”said Lorenzo Boglione, Vice President of Basicnet, in an interview with Fashionunited. “We want to expand our business in Great Britain and open other stores in London – we have locations such as the Marybone High Street in mind.”
In the past, K-Way was represented in London in touristy locations such as Covent Garden. According to Boglione, the new expansion strategy is more aimed at Londoners: Inside, with shops on community-oriented shopping streets such as the King’s Road and Marybone.
Boglione added: “The effects of covid and Brexit were challenging for us. We were not well set up logistically enough and therefore decided to close the store in Covent Garden. With this new business, we now have the opportunity to reposition K-Way in London. ”
“The choice of the right location in London is not easy, but here we really reach the people who live here. If you want to establish yourself on the market, you have to be present where life actually takes place. There are also many French and Italian communities in this area that the brand already know. ”
The new store on the 120 King’s road extends over almost 120 square meters and is characterized by a minimalist, elegant design with dynamically colored panels. The range of the K-Way Unisex collection, clothing, accessories and luggage includes the range. A separate area is dedicated to the rapidly growing children’s fashion segment, which, according to BoGlione, celebrates great success, especially in Italy and also has a lot of potential in the United Kingdom.
K-Way shares the area with the shoe brands Superga and Sebago, which also belong to the Basicnet group. Boglione emphasizes the natural synergy between the brands: “This is our first multi-branded store concept. The implementation depends heavily on the location – a big business with many shop windows and two inputs are essential. If we find further opportunities, we would like to expand the concept. ”
K-Way relies on expansion in Great Britain
Boglione emphasizes that inpatient retail for K-Way plays a central role. In addition to choosing the right locations, it is about stronger customer loyalty and communication of the brand story – because “word of mouth is a crucial factor”.
Since it was founded in Paris in 1965, K-Way has established itself as one of the fastest growing, outdoor-inspired lifestyle brands. The brand is known for its functional, light and waterproof packable jackets and its innovative color set. The bestseller, the Claude model-a packable nylon cagoule-costs 130 pound / 140 euros and is available in numerous colors. Boglione is convinced that this price range makes the brand for British consumers: particularly attractive inside. For the 60th anniversary of the brand, K-Way will celebrate its Heritage history through various celebrations, including the exhibition “In Y/Our Life”.
The exhibition, which started during the Milan Fashion Week, illuminates everyday poetry and shows interpretations of international artists: inside-not only from K-Way, but also from iconic brands such as BIC, Borotalco, Borsalino, Chupa Chups, Bialetti, Moleskine, Pongo, Polaroid, Post-IT, Rollerblade and Scotch. According to K-Way, these brands share the same iconic story.
The exhibition will come to London in May and will be shown in Seoul in September and in October in Paris.
K-way expansion through Permira investment promoted
The London reopening is part of K-Way’s international growth strategy. After the investment by Permira last year – in which the British investment company took over 40 percent of the brand – the expansion is to be further advanced. Basicnet Spa, the group, led by the BoGlione family, continues to hold the majority and unites brands such as Kappa, Robe di Kappa, Jesus jeans, Superga, Sabelt, Briko and Sebago under their roof.
At the time, Permira explained that the investment should support the next stage of growth from K-Way-with new stores in core markets such as France and Italy as well as an extension of products and increased international expansion.
K-Way currently achieves the majority of his sales in Italy and France, but is also growing strongly in Belgium. In addition, the company sees great potential in previously undeveloped markets such as Great Britain, Canada and the USA.
K-Way is currently operating 118 monobrand stores in Europe and Asia.
This article previously appeared on fashionunited.uk and was used with digital tools translated.
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