Jimmy Choo’s CEO outlines new strategic approach with Sandra Choi, sole Creative Director

Seven months into his position as CEO at Jimmy Choo, Pierre Denis has outlines his new strategic approach by appointing Sandra Choi as sole Creative Director of Jimmy Choo. In a joint interview with WWD, Pierre Denis and Sandra Choi have spoken about their plans for the redesign of their store concept, especially for the new openings which will accommodate both women’s and men’s collections. He also added that a new handbag line will be launched in 2004, while more artistic collaborations will follow, similar to the one in 2012 with Rob Pruitt.

In terms of expansion, Jimmy Choo will be focusing on China, where it plans to open 4 to 5 stores per year in first and second tier cities, with the goal of reaching a total of 25 stores in Greater China. The majority of new store openings, these will vary from 1.000 to 2.000 sqm.

Jimmy Choo will open a men’s flagship store in London on Dover Street, in April this year. Other new Jimmy Choo openings in Europe in 2013 include a mono-brand store in Prague (Czech Republic). The U.S. is Jimmy Choo’s best covered market, with over 30 mono-brand stores and through all major luxury department stores.

Jimmy Choo store Gurgaon, Delhi