Adjani bag a huge success for Lancel
18/05/2009
Leathergoods brand Lancel has reported a rise in retail sales in January, quoting a new bag that bears the name of French actress Isabelle Adjani as a particular success.
The brand, owned by luxury group Richemont, has said that it has sold three years’ worth of stocks of the bag—for which the actress came up with the concept (including no fewer than 12 pockets)—in only three months. It estimates that if the bag’s popularity continues, it will sell 10,000 of them during 2009.
The 133-year-old leathergoods brand has also said it intends to open 40 new stores, to add to the 120 it already has worldwide, with Tokyo, Moscow and Dubai among the chosen locations.
Chief executive, Marc Lelandais, told Reuters: “Lancel has seen a slight increase in like-for-like sales since the beginning of the year. There has been no euphoria, but we have seen a sustained small growth, I would say between zero and 5%. We are changing the positioning of the brand, we are moving more towards the high end.”
The trapezium-shaped Adjani bag, which starts at EUR 800 and can reach EUR 8,000 in a crocodile leather version, is now one of its most expensive products.
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