Shoe retailer and distributor H Stevens has capitalised on the demise of Figgins Holdings with its first foray into the luxury shoe market.
The company, better known as the operator behind Wanted shoe stores, has opened a luxury boutique in Westfield Bondi Junction in Sydney. Called Paradis, the store opened in late 2009 and sells international labels including Lamb, Pretty Ballerinas, Casadei and Givenchy.
H Stevens brand manager Veronique Xavier revealed the company moved into luxury retailing following an offer from Westfield Bondi Junction for a space in its upmarket ‘black label’ precinct. The recent closure of Figgins Holdings’ Bondi Junction Evelyn Miles boutique, which also specialised in international labels, was another key motivator.
“We thought, well, that’s the perfect opportunity to do something a little bit different and focus on branded product,” Xavier said. She added that the closure of Figgins Holdings’ Mollini, Midas and Scooter stores in the wake of the company’s February liquidation has also translated into a boost for business for H Stevens’ Wanted portfolio.
“Unfortunately [it is] the end of an era, but it has definitely had a very positive impact for us,” Xavier said.
She said H Stevens is modelling its Paradis store on US fashion emporium Fred Segal.
“That’s what I am trying to do, to have international brands that not many others carry, or new and upcoming brands that might be popular overseas but haven’t yet been exposed in Australia,” she said.
H Stevens is in the midst of ramping up the publicity campaign for both Paradis and Wanted with the next project in its sights a revamp of the Wanted online store, scheduled for completion in July.
The company also has two new store openings planned for 2010, the first in Charlestown, near Newcastle in NSW, in September and the second in Pitt Street Mall in Sydney in October. The new additions will bring Wanted’s store tally to 18.
H Stevens was established in 1941 and operates retail outlets in NSW only.
Erin O’Loughlin