Philipp Plein is continuing his retail expansion plans with two simultaneous openings in Europe: the brand’s first store in London, on 98 New Bond St., and a new location in Paris for the company’s new activewear line, Plein Sport.
Plein, the 38-year-old German owner and designer of the luxury label, said that his aggressive retail strategy stems from being a firm believer in the power of classic retail and of the in-store experience.
“You know what makes a brand become a brand? Visibility in the market. Advertising is important but what counts is presence, that’s why we still need classic retail,” said Plein during a preview of the brand’s London flagship. “To this date, no luxury fashion brand was [built] digitally; digital is only a complementary channel. You still need the flavor of the luxury experience: going in-store, touching the product, feeling the atmosphere. All these elements come together to creates the brand image.”