Coccinelle Reveal New Retailer Idea, Expands Product Classes – WWD

MILAN — The Coccinelle retailer that simply opened on the Leonardo da Vinci–Fiumicino airport in Rome marks the debut of a brand new inside idea for the Italian equipment model.

Chief working officer Emanuele Mazziotta described the design as “an evolution, relatively than a disruption” of the prevailing inside, because the label is trying to refresh its picture throughout all its contact factors in continuity with the previous whereas not alienating its loyal buyer base. “Our major aim is to maintain coherence by way of picture and general consistency globally,” famous Mazziotta.

To this finish the signature design components that outline the model’s retail presence — such because the distinctive pink hue and brass ending — had been preserved, solely enhanced by a extra minimal method hinged on sinuous shapes and furnishings with rounded edges.

The format shall be replicated within the upcoming retailer openings and revamp of current ones, as the corporate is strengthening its retail footprint globally. The transfer is a part of a wider technique that sees Coccinelle scale up its enterprise by increasing into new product classes.

The worldwide ambitions of the model kick-started in 2012 when the Korean E-Land fund acquired the corporate from the Mazzieri household, which based Coccinelle in 1978 in Sala Baganza, close to Parma.

Whereas Mazziotta didn’t share figures he mentioned that final 12 months Coccinelle exceeded pre-pandemic ranges by way of turnover. In 2019, gross sales had been near 100 million euros, as reported.

Within the first half of 2023, the model’s gross sales grew 18 p.c in comparison with the identical interval final 12 months. Gross sales generated from Coccinelle’s retail channel — comprising full-price and outlet shops — elevated 20 p.c, whereas wholesale gross sales had been up 25 p.c. 

Direct on-line gross sales accounted for 8 p.c of the overall, however reached 20 p.c together with gross sales by third-party e-commerce platforms.

“The corporate saved rising additionally in [the third quarter] and is rising in [the fourth quarter] however at a slower tempo in comparison with the primary half of this 12 months, which is in sync with what’s occurring out there and the macroeconomic scenario general,” mentioned Mazziotta. Nonetheless, the chief is assured Coccinelle will report progress in 2023, too, projecting full-year gross sales to extend between 10 p.c and 15 p.c versus 2022.

The shop depend is about to extend, as effectively. Coccinelle at present has 120 monobrand shops and 1,300 level of gross sales in shops, multibrand shops and journey retail areas in 44 international locations.

Italy at present accounts for 44 p.c of whole gross sales, however Mazziotta touted Coccinelle’s sturdy model consciousness throughout all Europe, particularly in Germany, Austria, Switzerland and Jap Europe, with the model just lately opening a retailer in Vilnius, Lithuania. 

The corporate has entered the Spanish market, the place it seems to be to additional develop within the close to future, is resonating positively in Scandinavia and is exploring Portugal as a brand new potential market, mentioned Mazziotta.

Reputation in Asia, which at present accounts for 10 p.c of whole gross sales, can also be on the rise, boosted by Coccinelle’s openings in mainland China this 12 months. In January two new monobrand shops opened in Nanjing and at Shanghai Village, adopted by one other unit within the Minhang district in Shanghai in June. 

Coccinelle’s model consciousness is strong in Thailand, the place it would quickly revamp its retailer on the Central World purchasing plaza in Bangkok with the brand new inside idea. Moreover, the agency is eyeing getting into the Japanese market by way of a string of pop-ups and shops-in-shop at premium shops by the tip of subsequent 12 months.

Earlier than that, the model will goal Center Jap customers as Mazziotta revealed plans for the opening of the label’s first two shops in Dubai within the first half of 2024, which can kick-start a wider enlargement within the space. The brand new 12 months will even see Coccinelle’s on-line retailer being revamped within the format, navigation system and user-friendly instruments to raised serve its worldwide clients.

Journey retail is moreover thought-about extraordinarily strategic for the corporate, which this 12 months already opened areas on the airports in Bologna, Düsseldorf, Vienna and Dalaman in Turkey, earlier than unveiling the brand new unit in Rome. 

“These shops imply enterprise but in addition worldwide visibility,” mentioned Mazziotta, hinting that the rollout at airports and cruise ships will proceed subsequent 12 months. 

For the chief, the channel hits notably near dwelling as he first joined Coccinelle as head of journey retail in 2014, earlier than being appointed to his present function in 2020. Beneath Mazziotta’s watch, the model more and more pivoted towards a customer-centric method, which marked a key change by way of company construction and influences methods throughout collections’ design, distribution and communication.

“This firm has all the time been identified for providing a top quality product at an awesome value. We’re an reasonably priced luxurious model and this value-for-money side is important for the agency,” mentioned Mazziotta. He added that product stays on the core however through the years a merchandising crew has been added to synergistically work with the in-house designers to additional enhance the collections and “reposition the model with a extra modern picture.”

“And given this method and proximity to our finish customers, we’ve been additionally inspired by them to discover new product classes to finish our purse providing with,” added Mazziotta.

Whereas leather-based luggage stay Coccinelle’s core, accounting for 80 p.c of its whole gross sales and adopted by small leather-based items, accounting for 18 p.c, over the previous 12 months the model stepped into the area with a preliminary fall 2023 assortment. The targeted vary mirrored the Coccinelle codes by way of supplies and colours in addition to particulars, together with the plectrum-shaped embellishment typically used as a buckle and that recurs on its luggage.

The debut shoe assortment — which comprised monogram leather-based sneakers, ankle boots, loafers and mary jane types — hit shops in September and “these first few months have proved to be extraordinarily optimistic and reassuring by way of gross sales,” mentioned Mazziotta.

A full-fledged footwear assortment was unveiled for spring 2024. Anticipated to hit the shops in January, the gathering addressed extra events, with a stronger give attention to the energetic world and summer time necessities corresponding to sandals and wedges. 

Mazziotta added that different gaps within the assortment had been crammed with the “Good to Go” line of genderless equipment and travel-oriented merchandise, encompassing backpacks, tote luggage, crossbody types and wallets, in addition to a vogue jewellery assortment of  bijoux in eco-friendly and hypoallergenic brass and water-based enamels.  

“These are the principle additions we targeted on over the previous 12 months, however we don’t exclude there may be an additional enlargement, like into watches,” mentioned Mazziotta. Whereas to this point Coccinelle has developed all merchandise in-house or relied on its manufacturing companions, the chief mentioned that the brand new class may be doubtless developed by a licensing settlement. 

Distribution-wise, all merchandise can be found at Coccinelle’s personal shops however for footwear the model has began to forge ties with wholesalers and multibrand shops specializinig within the sector, along with its current companions. “This marked our debut in new distribution channels we weren’t current in earlier than,” mentioned Mazziotta. 

Going ahead, the chief intends to proceed to depend on product collaborations, too, with the aim to additional amplify model consciousness in particular markets or throughout totally different industries. Most just lately, Coccinelle launched a capsule assortment of luggage developed with Shanghai-based designer Ji Cheng. First introduced throughout Milan Trend Week in September, the baggage can be found to buy solely in China beginning this month.