CJ ENM O Shopping Division, the home shopping unit of South Korean conglomerate CJ Group, will become the first distributor to launch a collection by the legendary designer Karl Lagerfeld.
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The company said it signed an exclusive license agreement with the luxury brand to directly import clothes and accessories from the Paris headquarters and sell them via its TV home shopping channel and online mall. It will also be able to design and launch clothes tailored to local consumers under the label.
Launched in 1984, Karl Lagerfeld Paris is the personal label of the iconic fashion designer. It is a more affordable line of the brand Karl Lagerfeld that also offers a luxury signature collection.
Lagerfeld, who died on Feb. 19 at the age of 85, was one of the world’s most celebrated designers who helmed luxury fashion houses like Chloe, Fendi and Chanel. Karl Lagerfeld Paris currently runs 190 stores across 13 countries including France, Britain and the Netherlands.
CN ENM O Shopping plans to market the brand as a creative, cool and accessible-luxe name appealing to middle-aged women seeking class and elegance.
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The Korean company first launched the brand at its TV home shopping channel on Mar. 2, unveiling a broad selection of women apparel like tuxedo jackets, tweed jackets and trench coats along with quilted bags and sneakers. In its first year, it plans to sell the products primarily through its home shopping channel and online shopping site CJmall but intends to expand distribution to other online and offline channels.
(Source: Pulse)