Distribution widens as group announces aggressive expansion plans.
The aggressive UK expansion plans of US fashion brand BCBG Max Azria could create a greater demand for its watches in the UK consumer market.
The BCBG Max Azria group opened its first UK BCBG Max Azria store on London’s King’s Road on April 21 and has plans to open 59 BCBG Max Azria and Hérve Léger stores in the UK within three years.
BCBG Max Azria watches are distributed in the UK by Peers Hardy and the distributor said it has noted an uplift in enquiries from retailers since the store’s opening.
Peers Hardy sales and marketing director Paul Harry said: “Although a much loved, iconic brand in the US, with 212 stores, awareness here isn’t that high, but the unique and quintessentially feminine watches have spoken for themselves. And now, with the BCBG store opening and another 59 doors in the UK planned, we’ve been inundated with requests from retailers to sign up to take them.”
Peers Hardy launched BCBG Max Azria’s autumn/winter watch collections in John Lewis stores in the run-up to Christmas 2009. Harry said that since then distribution has expanded and sales have “been going well”.
In addition to the planned BCBG Max Azria store openings, the brand is planning to support its entry into the UK market with an "aggressive" advertising and marketing campaign to raise brand awareness with the first of the watch campaigns appearing in consumer magazines Grazia and Vogue now. Peers Hardy has said that it will be launching similar campaigns to help raise the brand’s profile within the trade.