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February 17, 2011 Ready to Wear: Fashion B Air multiplies and pays its stores
After a year of strong growth, the specialist Paris ready-to-wear Women planning to open ten stores in the regions and abroad this year.
The Parisian designer of ready-to-Wear Fashion B Air, which sells its products under the brand Bel Air, recorded in 2010 a turnover of 19 million euros, up 26% over that of 2009 . "The figure reached 52% in the fourth quarter," exults Eric Sitruk, president and CEO of the publicly traded company that employs 110 employees including 20 at headquarters. Wholesale sales represented approximately 40% of sales, the bulk (about 60%) to its 23 Parisian stores owned own and 10 franchised stores and corners that complement its network, as its sales subsidiary remotely.
leader was particularly pleased with the strategy he has implemented in its stores in 2010 and it intends to pursue. "We have expanded our stores from an average area of 45 square meters to 100 square meters and it allowed us to expand our range to include clothing, evening bags and shoes, while remaining, like the rest of our products in the mid-high range, "he says.
Reduce the proportion of balances
same time, Fashion B Air has launched a website that in six months actual activity, already represents 3.5% of turnover. Finally, Etic Sitruk will continue its policy of "scarcity of the goods" intended to reduce the proportion of balances in the revenue and thus preserve margins. This strategy should apply to the dozen stores as Eric Sitruk open that account this year, mainly in the regions but also in London, Barcelona, Brussels and probably in the Far East, and the website whose development will continue, particularly toward overseas. The agreement has been reached with 3 Suisses to present Bel Air a few products at the beginning of the catalog, seen by 20 million potential clients, follows the same strategy.
These developments will be based in part on the warehouse of 4,000 square meters that Fashion B Air has just rented in Aulnay-sous-Bois (Seine-Saint-Denis), on the edge of the cargo area of the airport of Roissy, where he will gather at 1 April all of its logistics.
DOMINICA MALECOT, Les Echos, 14/02/2011
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