Frette North America goes into wholesale
September 13, 2010,
The boutique features the Edmond Frette mix-and-match print bedding, a diffusion line launched last year to attract a younger customer with a more accessible price point. The Bloomingdale's shop also offers bedding from Frette's hotel collection, which previously had been distributed only to the hospitality sector. The former is available in open stock, while the latter is put up in sets.
"Bloomingdale's has 14 to 15 doors that could accommodate Frette," said Pilippo Arnaboldi, vp for Frette North America. Frette shops are also planned for Bloomingdale's Medina store in Chicago, Aventura in Florida and Chestnut Hill, Mass. Frette has scheduled talks with other high-end retailers as well, he said.
"This gives us the possibility for markets where we currently don't have a [retail] presence," said Arnaboldi. "Our couture [Frette line] is really what we're selling in our retail stores, but not everybody shops Madison Avenue."
Frette already has shop-in-shops in Bloomingdale's Dubai as well as Harrod's in London, Lane Crawford in Hong Kong, Printemps and Bon Marche in Paris.
E-commerce is another way to reach a broader range of consumers. With web sales this year running 42% ahead of last year, it's a major push for Frette and now its second largest "door" out of 65 stores worldwide, even though shipping is only available to U.S. residents. Frette will remedy that next year, when it revamps its platform to fulfill international orders.
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