The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The streetwear label continues its retail expansion plans, announcing the opening of its first store in Germany and its 14th store globally on Wednesday. Most recently, it opened a location in Milan in May. Berlin had been on the brand’s radar as a potential retail location for years.
When Supreme was acquired by VF Corp in late 2020, it reported generating more than 60 percent of its sales through e-commerce, with overall revenue more than doubling in the preceding three years. VF said in January that it expects Supreme to generate $500 million in the current fiscal year and that it will take a hands-off approach with the brand.
Learn more:
Why Supreme Sold to VF Corporation
In a deal that values the New York streetwear brand at $2.1 billion, Supreme picks up a long-term partner with back-end prowess and ambitions to scale it past $1 billion in annual sales.
After years of flat sales, the VF Corp.-owned shoemaker is looking to clarify its sometimes muddled image with consumers. On deck: product innovation, buzzy collaborations and more apparel.
BoF Careers provides essential sector insights for fashion professionals in retail this month, to help you decode fashion’s retail landscape.
Aviator Nation’s pricey sweatpants and cashmeres had a cult following before they were swept up in the “dopamine dressing” phenomenon. Now, founder Paige Mycoskie – still the brand’s only shareholder – is ready to see just how big her vision for California surfer cool can get.
Small stores can remain competitive by scaling their private labels, testing new store concepts, and offering brands consumers can’t find on Farfetch or in Selfridges.