Chloé is discontinuing the ‘See by Chloé’ fashion line, the French fashion house, which belongs to the Swiss luxury goods group Richemont, told WWD. The line is to be gradually dismantled over the next three years.
According to Chloé CEO Riccardo Bellini, the discontinuation of the product line is a “natural and necessary long-term development”. The brand was founded in 2001 and currently accounts for 10 percent of sales, according to WWD. The phasing out of the line will therefore slow Chloé’s growth somewhat in the short term.
‘See by Chloé’ has 19 stores of its own in Japan, but the bulk of the brand’s business is wholesale, primarily in Europe and the United States. Over time, Chloé’s main line, which Bellini says is seeing strong sales growth, should make up for the loss of ‘See by Chloé’.
This translated and edited post previously appeared on FashionUnited.nl.
