Yves Salomon's Men's Shop in London Achieves Impressive Growth and Unveils Pop-Up Store

Yves Salomon has launched an exclusive men's store and plans to open a pop-up shop in London. The quiet luxury brand has seen healthy double-digit growth, positioning itself as a leader in understated elegance. As one of the most technically sophisticated fur brands in France, Yves Salomon has expanded its product categories to include skiing apparel and footwear, while also exploring the rapidly growing market of menswear. Its first fully dedicated menswear outlet was unveiled in October, in Le Bon Marché's mineral-hued shop-in-shop alongside well-regarded brands like Loewe, Isabel Marant and Acne. In Harrods, London, the brand's menswear accounts for 15% of total sales, and Yves aims to reach 30% within the next three years.

Yves is expanding into menswear because men are increasingly purchasing women's fur-lined parkas, leading to some fitting difficulties. The fur-lined parka, available in fox or mink, is a signature style at Yves Salomon, beloved by French fashion editors and men generally. Yves notes that men are not hesitant to wear fur, unlike the women’s shows. Interestingly, over the past six years, Yves Salomon has transitioned from a fur brand to a luxury brand. More than half of its revenue now comes from ready-to-wear styles. The label offers a full range of garments in various materials including cashmere, silk, leather, shearling, and full fur. Their customer base greatly appreciates these changes.

The company experienced a dip in revenue during the pandemic, but it has since rebounded. Total sales are responsible for this 15% rise, exceeding €50 million this year. E-commerce is the fastest growing sales channel, having increased by 65% this year and accounting for nearly 20% of total business. Yves Salomon's two genuine flagship stores are located in Paris on rue St Honoré and in London on Conduit Street, their largest store with 150 square metres.

The best selling items are cashmere coats, shearling, leather pants or skirts, and down jackets. The average online price point is €1,200, but the price doubles to about €2,500 in physical retail stores. Yves Salomon is a discreet champion of quiet luxury, applying its expertise and craftsmanship to new product development. The luxury brand, now in its third generation, dates back to the 1920s in Paris.

Today, women's wear, menswear, its ski line, and fur are the company's four key elements. The winter collection for women's wear has already sold out 50% of its stock. Menswear was developed in 2015, starting with fur-lined army parka jackets and luxury shearling. Later the brand added nylon raincoats and down jackets to complete the wardrobe. Ski wear for women were introduced last year followed by menswear. Yves Salomon will open a two-month-long pop-up in Selfridges on Monday, December 4, adding to its three ski-specific stores in Courchevel, Aspen, and Megève. The founder also noted that there's a high demand for their products in China.

Furthermore, the brand has stores in Hong Kong, Beijing, Shanghai, and Chengdu targeting the luxury market. In 2018, the label started a recycling initiative, creating jackets using fur offcuts and reclaimed materials, focusing on traceability and environmental friendliness. Future plans involve transforming the fashion industry through recycling, with all production still based in Paris employing over 100 craftspeople. The company's future plans and the declining global production of quality furs bode well for their unique luxury offerings.

Yves Salomon currently operates 13 owned stores, three "winter stores", a growing online platform and approximately 350 sale points globally. The founder emphasises the importance of e-commerce for exposure. Despite declining global production due to factors such as animal rights campaigns and concerns about COVID-19 infection from fur, Yves views this as a positive development, ensuring the exclusivity of fur and avoiding it becoming a mass-produced product.