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2009 November 23

Rebirth for Celine

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(NEW YORK) It was over a year ago that Celine announced that it had tapped Pheobe Philo for its empty creative director position, but Philo’s vision for the brand is only now being fully implemented. After critically acclaimed resort and Spring 2010 collections, the Celine team is putting its expansion plan into the works--beginning with pulling all pre-Philo product from the brand’s worldwide outposts. Celine’s resort collection landed exclusively in 15 stores last week, including Le Bon Marché in Paris, Selfridges, Dover Street Market, and Harvey Nichols in London, Barneys and Bergdorf Goodman in New York, and shops in Dubai, Beijing, Tokyo, and Seoul.

Though the company has shuttered several of its freestanding locations, it’s gearing up to unveil a new boutique concept, starting with the Avenue Montaigne flagship, expected to be ready next year. In addition to the streamlining of Celine’s own stores, the brand’s wholesale business has grown exponentially; North American distribution alone will add nearly 40 doors, including Neiman Marcus, Saks Fifth Avenue, Jeffrey, Ikram, Mario’s, Maxfield and Holt Renfrew. Shop-in-shops are also planned for stores like Osaka’s Hankyu and Paris’ Printemps.




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