Original Penguin(R), named one of the fifty “Biggest Brand Success Stories of 2004” by Advertising Age since its historic re-launch in 2002, is expanding its retail venture. The brand is planning a nationwide rollout, with its first stop being Miami Beach, scheduled to open its doors in December 2005. Then in February 2006, the company will open its third retail store at the Fashion Mall in Newport Beach, California.
“Retail is a major area of growth,” says President and Brand Manager Chris Kolbe. “The stores are the strongest marketing vehicle. They educate the end consumer and can act as the ultimate showcase for the Original Penguin(R) lifestyle.”
Perry Ellis International Vice-Chairman, President, and COO Oscar Feldenkreis commented: “We are excited to begin executing our retail expansion strategy for the Original Penguin(R) brand. This expanded retail presence will offer us highly profitable vertical retail opportunities, greater control over the brand's destiny, and additional opportunities for growth outside the current environment of industry consolidation.”
The brand will vary in-store displays, color schemes, furniture and vintage extras from location to location, while maintaining the 'home' design originally featured in the New York flagship store. Walls will be donned with family photos, mid-century modern American and Danish furnishings including select pieces from Hans Wagner, Charles and Ray Eames, Florence Knoll and Herman Miller, and a 42″ plasma screen TV playing inspirational movies.
“All retail stores will showcase details from the local geographic area,” adds David Bedwell, Creative Director for Original Penguin(R). “They will create a comfort zone in a local market for a local consumer.”
With the addition of Scott Link, VP of Retail, Original Penguin(R) aims to have six freestanding retail boutiques in key markets nationwide by the end of 2006.
