Chloé embarks on major development

French luxury fashion maison Chloé, owned by Richemont Group, which was rumoured that it could be sold by parent company, has instead announced an ample development strategy which involved investments in the diffusion line See by Chloe, including opening mono-brand boutiques of the label; the launch of a new fragrance and diversification into other product categories such as jewelry and shoes.

While “production issues” caused disappointing first-half sales last year, Chloé CEO Geoffroy de la Bourdonnaye told the trade the company was experiencing “unprecedented growth.” Clare Waight Keller‘s Baylee bag was apparently the “best launch in many years,” and necessitated waiting lists. Chloe also confirmed it has recently extended Waight Keller’s contract as Creative Director in charge with both labels.

Chloe, Spring Summer 2014 ad campaign