Daily Front Row

2012 October 23

Kate Spade Announces New Saturday Brand

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Kate Spade Saturday
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(NEW YORK) Kate Spade has big plans for the weekend. On the agenda? A new lifestyle brand dubbed Kate Spade Saturday, retailing for half the pricetag range of Kate Spade New York items. The global, casual-chic collection will cater to a younger demographic, hovering between 25 and 35, with poppy-colored womenswear, swimwear, accessories, beauty, home decor, and an assortment of tabletop goods. Prices will average as low as $25 for home goods, $40 for techie gadgets and jewelry, $50 for swim and watches, $85 for shoes, $90 for apparel, and $135 for handbags.

The weekend-inspired line will launch in February, selling exclusively online and in freestanding boutiques, excluding Kate Spade New York locations or retailers that currently stock the core brand. In the U.S., the wear-anywhere merch will be available at Saturday.com; in Japan at Saturday.jp, and in a flagship boutique in Tokyo, which will be outfitted with shopper-friendly iPads, customized handbag stations, and cafes stocked with quintessential American fare. A São Paulo expansion is expected for Fall 2013.

"Through ongoing research, we saw an opportunity in the market to engage a new customer base—one that aspires to be a part of the Kate Spade New York brand," said Kate Spade CEO Craig Leavitt in a statement. "Kate Spade Saturday is born from the core values of Kate Spade New York, but is realized in a new and exciting way for this younger customer."
MARIA DENARDO