Carven expands in China, opens stores
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Carven CEO Henri Sebaoun (first right, above) with guests at the opening ceremony of the Sanlitun flagship store. Photo provided to China Daily |
He didn't want to go through the brand's archives, but instead imagined, "what kind of fashion a 35-year-old modern woman would want at the moment". In 2009, Sebaoun hired the well-known designer Guillaume Henry as the brand's creative director, and soon the business started to boom as a ready-to-wear label with its modern approach.
"I didn't position it as a luxury brand. I see it as a creative and accessible brand," Sebaoun says.
Where the brand did retain in its DNA, was in the matter of detail. Carven's high design and manufacturing standards remained, he adds.
"There is not one detail in our products that is unnecessary. We pay just as much attention to the interior as to the outside. It has to look perfect both on the wearer and on the hanger," he says. "The Americans coined the word 'contemporary design', which is exactly what Carven is doing."
Carven has been spotted on a string of celebrities -- Anne Hathaway, Keira Knightly and Alexa Chung, to name a few.
"The only marketing strategy is that we always seek to surprise the customers with amazing designs. Creativity is the key," he says.
Since the first store opened in Shanghai last year, it has seen a double-digit growth monthly, he adds.
"We will take the next step in China depending on the performance of the existing stores," he says. "I hope we are still at the start of our expansion plan."
Henry, who moves to Nina Ricci in January, will remain with Carven until this month, according to news reports.
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