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McQueen Men Returning Home to London September 12th, 2012 @ 7:19 PM


Roitfeld, Mum and Son, Open in Brazil September 07th, 2012 @ 00:54 AM


Berluti Opens to Big-Time Business in London September 06th, 2012 @ 3:27 PM


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Sykes Jettisoned by Aquascutum; Maurer In at Rabanne June 06th, 2012 @ 00:18 AM


Armani Conquers China, Chastises the Pope June 01st, 2012 @ 11:53 AM



 
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Berluti Opens to Big-Time Business in London

Godfrey Deeny
September 06th, 2012 @ 3:27 PM - London

Historic French boot maker Berluti has got off to an amazingly bullish start in its drive to become a fully-fledged menswear couture house as its debut new concept store boomed in its first three weeks of business in Harrods.

After a soft opening in August, the Paris-based brand celebrated this first boutique in its new multi-surface design format with a cocktail and dinner in the men’s department of Harrods, located on the ground floor of the iconic London department store.

Berluti spared no expenses bringing Paris hippest chef – Yannick Alleno, whose restaurant in the Meurice Hotel has nabbed two Michelin stars – and laying on a few cases of Chateau d’Yquem, the world’s most rarefied – and expensive – dessert wine. Then again, both the chateau and the men’s label have the same owner, luxury empire LVMH Moet Hennessy Louis Vuitton, whose chairman, CEO and shareholder of reference Bernard Arnault appointed his eldest son Antoine as Berluti’s managing director last year.

“We are significantly ahead of our target, and pretty close to these folks over here, which I know a thing or two about,” smiled the Berluti executive, nodding to the adjacent boutique of Vuitton, where in his previous job the younger Arnault was communications director.

He also proudly pointed out a hyper chic and muddy hued alligator Mississipiensis travel bag that one customer bought on the opening day of the boutique, which retails for awe-inspiring 23,000 euros, or $29,000.

Arnault declined to disclose any exact sales figures, but Marigay McKee, Harrods famed fashion director, revealed to FWD that last week the space had turned over 115,000 sterling, or $180,000.

“We are extremely pleased. For a new launch of a lifestyle brand in a space of some 70 square-meter those are very impressive figures,” beamed McKee, before jointly hosting a dinner for 100 with Arnault, Berluti president Pietro Beccari and the house’s creative director Alessandro Sartori.

A razor sharp chic crowd joined them for the Lucullan supper of beef aspic, blue lobster and disk-shaped dark chocolate, the latter washed down by the golden nectar that is d’Yquem. Alleno’s sumptuous meal, and Berluti’s hyper high-end launch, drew a glittering crowd including, ex and current super models Eva Herzigova, Astrid Munoz, Yasmin Mills and David Gandy; crooners Bryan Ferry, Roisin Murphy and Theo Hutchcraft; and artists Dinos Chapman and Marc Newson.

Though most of the talk was about Berluti – effectively the first brand ever to attempt to create a fully integrated couture house for gentlemen that includes both custom shoemakers and bespoke tailors.

“Plus, we sold one of these too. Clients just seem to be quietly falling in love with the brand,” giggled Sartori, proudly touching a sleek double face parka – cashmere on the outside, mink interior. Little wonder it retailed for north of $12,000.


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