THE HEIDI KLEIN STORY
I N T RO D U C I N G HEIDI KLEIN
THE HEIDI KLEIN STORY
THE TEAM
SENIOR MANAGEMENT: HEIDI GOSMAN
Founder and Creative Director
PENNY KLEIN
Founder and Commercial Director
AMBER SPENCER HOLMES
Head of Marketing
EMILY OLIVIERI
Head of Products
KEVIN McKINSON
Head of Finance and Operations
ERIC KOBY
Chief Executive Officer
F rom its origins as a Notting Hill
concept store in 2002, Heidi Klein has become synonymous with stylish, sought-after holidaywear, crafted with exceptional attention to detail. You’ll find Heidi Klein worn on the world’s most beautiful beaches by fashion insiders and style icons, all of whom love the brand’s effortless chic and luxe provenance. Founders Heidi Gosman and Penny Klein established the original Heidi Klein holiday boutique with the aim of delivering unmistakably luxurious resor twear. Sourcing swimwear and accessories that lived up to their vision proved a challenge – driving them to create their own. Drawing inspiration from the world’s most beautiful destinations, Heidi Klein produces three collections each year, using luxury Italian fabrics, bespoke colours and hand-painted prints.
The brand has earned a devoted following, supporting global growth. In addition to its two London flagships, award-winning website and standalone in-resort stores, Heidi Klein is carried in leading independent boutiques and top department stores around the world. Heidi Klein is Britain’s most iconic holidaywear; immediately recognisable, it inspires a mood of carefree indulgence, a Heidi Klein piece is an investment that repays the wearer in uplifting body confidence. Whatever your destination, your journey starts with Heidi Klein.
Heidi Gosman
Founder & Creative Director
PennY Klein
Founder & Commercial Director
TIMELINE
2002
First Heidi Klein multi-brand store opens on Westbourne Grove, Notting Hill
2004
Our flagship store opens in Chelsea, London
2005
We launch www.heidiklein.com
2006
Heidi Klein showcases first own-brand collection
2011
Heidi Klein store opens in Porto Montenegro
2011
First shop-in-shop concept opens at Liberty London followed by pop-ups in Harrods and Selfridges
2012
Global conglomerate Pentland invests in Heidi Klein
2013
Heidi Klein launches Accessories ranges
2014
Heidi Klein expands with Childrenswear collection
2015
We upgrade our branding and range planning
2016
St Lucia opening of Heidi Klein store
2017
Launch of Annual collections
2017
Heidi Klein expands into Travel Retail channel
2017
Heidi Klein launches into Southern Hemisphere
Brand Video
BRAND PHILOSOPHY
THE HEIDI KLEIN STORY
“Whatever the destination,your holiday starts with Heidi Klein
THE HEIDI KLEIN STORY
OUR VISION WHY – HOW - WHAT WHY? We believe all women should feel confident and look gorgeous on their summer holidays HOW? We have over 15 years of expertise in fits and shapes We use the best materials and craftsmanship to make high quality products We offer timeless and stylish designs WHAT? Our all year round “ 360˚ “ luxury offering range from swimwear and resort wear to accessories
We aspire to be one of the leading luxury lifestyle brands in the world‌
T H E H E I D I K L E I N C U S TO M E R
Globe
Trotter THE HEIDI KLEIN STORY
Heidi Klein has a wide, established and international
AB WOMEN
TRAVELS
7-9
X
A YEAR
customer base who are loyal to the brand. Core customers are AB women aged between 25-45. With a confident sense of contemporary luxury, the Heidi Klein customer loves high fashion and is not price sensitive. Savvy and informed, she travels frequently and wants to feel gorgeous and look her best. A global citizen with curated style, she travels 7-9 times a year.
“"I want everything from Heidi Klein"�
AGED 25-45+
ELLE MACPHERSON
THE HEIDI KLEIN STORY
BRAND P RO M I S E S
THE HEIDI KLEIN STORY
1. W E WO R K H A R D F O R YO U, BEHIND THE S C ENES , TO GI V E YO U YOU R BES T BEAC H BO DY.
2. W E O B S E S S OVER F IT, C U T AND DES IGN. YO U LO O K E F F O RT LES S LY C HIC O N THE BEAC H.
3. W E O F F E R T H E S U P P O RT AND C OVERAGE YO U NEED, W I T H O U T E V E R C O MP RO MIS ING O N S TYLE.
4. W E W I L L N E V E R SAC RIF IC E F IT F O R FAS HIO N. W E K N OW T H AT P ERF EC T C U T EQ UALS CO NF IDENC E.
5. W E P RO M I S E T H AT AN INVES TMENT IN HEIDI KLEIN S W I M W E A R W I LL PAY YO U B AC K IN BO DY C O N F I D E N C E, WEAR AF TER WEAR.
THE HEIDI KLEIN STORY
s ' n i a t i r “"B conic i t s mo " r a e w m i w s CANDICE LAKE
COLLECTIONS
THE HEIDI KLEIN STORY
THE HEIDI KLEIN STORY
SWIMWEAR
Heidi Klein creates five sought after lines, each instantly recognizable. Heidi Klein offers a complete holiday wardrobe for the chic, discerning, global citizen who wants only the best and knows how to find it.
KIDSWEAR
THE HEIDI KLEIN STORY
RESORTWEAR
ACCESSORIES
FRAGRANCE
THE HEIDI KLEIN STORY
SEASONAL
THE HEIDI KLEIN STORY
Our design team travel the world, drawing inspiration from the most glamorous women in the most exclusive locations, and translating them into the hottest swimwear trends. Each piece is finessed by client feedback, focus groups, as well as multiple fitting sessions to create the perfect silhouette.
THE HEIDI KLEIN STORY
CORE
THE HEIDI KLEIN STORY
Simplicity perfected. A considered edit of bestselling Heidi Klein essentials, available all year round and continually replenished. Mix-and-match separates in block colours and slimline stripes meet sporty and sexy figure-hugging swimsuits.
THE HEIDI KLEIN STORY
BB. BY HEIDI KLEIN
THE HEIDI KLEIN STORY
S ought
after by press and fashion influencer s alike , this capsule collection represents a deconstr uction of the Heidi Klein DNA for an of-the-moment, pared back aesthetic: luxe swimwear reduced to its most elemental form. Our signature commitment to cut endures, embodied in uncomplicated, figure-skimming silhouettes.
THE HEIDI KLEIN STORY
B O DY
THE HEIDI KLEIN STORY
Body is Heidi Klein’s specialist support range. Designed to lift, sculpt and effortlessly enhance, Body has been rigorously tested for fit, durability and customer satisfaction to ensure ultimate comfort with amazing results. Available in sizes S-XXL and up to a G-cup, Body by Heidi Klein is unchallenged in the market as leader in truly luxurious shaping swimwear.
THE HEIDI KLEIN STORY
LIMITED EDITION
THE HEIDI KLEIN STORY
s n o i t a or b a l l o C
Annual
collaborations with key and emerging designers in fashion, art, and architecture, combining Heidi Klein perfect fit and iconic quality with cutting edge design.
THE HEIDI KLEIN STORY
R E S O RT W E A R
THE HEIDI KLEIN STORY
Heidi Klein resortwear collection features dresses and separates designed to be flattering and effortless. Crafted from the finest materials and using signature Heidi Klein prints and trims, this is the collection that takes you from beach to bar.
THE HEIDI KLEIN STORY
B E A C H TO B A R
THE HEIDI KLEIN STORY
With
Love, Heid iKlein x
THE HEIDI KLEIN STORY
B AGS
ACCESSORIES
THE HEIDI KLEIN STORY
A jet-set must-have, known and desired from Capri to the Hamptons, Heidi Klein’s accessories range is crafted with trademark attention to detail. It includes raffia totes, natural straw hats, sandals and jewellery, and merges fashion-forward style with the practicality required by the frequent traveller.
THE HEIDI KLEIN STORY
Hats
& y r e l l e w e J grance a r F
THE HEIDI KLEIN STORY
es v r a c &S
THE HEIDI KLEIN STORY
OUR USPS
What sets Heidi Klein apart is our obsessive attention to detail – those you can see and those you can’t – to give the wearer a truly transformational experience.
IMPECCABLE FIT Adjustability built into every detail Mix and match sizing Craftmanship in construction perfect cut = confidence Tested for real life
LUXURIOUSY DESIGNED Hand painted prints Finest Italian fabrics Heavyweight hardware accents Signature trims
SECRET INGREDIENTS Behind the scenes hidden support A super flattering silhouette For those in the know
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P RO D U C T I O N
Where We Produce
P RO D U C T I O N Key Partners
P RO D U C T I O N
Production Growth
Production Progression (in units) 160000
140000
120000
100000
80000
60000
40000
20000
0
2014
2017
ACCS
RTW
2020
SWIM
P RO D U C T I O N Corporate Social Responsibility
"The best thing you'll ever do for your behind�"
THE HEIDI KLEIN STORY
R O UB TA G E S TO MARKET
THE HEIDI KLEIN STORY
THE EXPERIENCE
i n i k i b f o e l p m e t y z e e r s l b e e f “A e r e h n i g n i p p e t s , c n o chi g n i o g e r a u o like y y a d i l o h THE HEIDI KLEIN STORY
FLAGSHIPS
CHELSEA
N OT T I N G H I L L
THE HEIDI KLEIN STORY
V I RT U A L TO U R
CHELSEA FLAGSHIP STORE https://my.matterport.com/show/?
S E A S O N A L R E TA I L
ST LUCIA
P O RTO M O N T E N E G R O
U R U G U AY THE HEIDI KLEIN STORY
R E TA I L F A C T S
Retail sales £3,500,000 £3,000,000 £2,500,000 £2,000,000 £1,500,000 £1,000,000 £500,000 £0
2014
2017
2020 est
Retail sales £3,500,000 £3,000,000 £2,500,000 £2,000,000 £1,500,000 £1,000,000 £500,000 £0
2014
2017
2020 est
WHOLESALE
THE HEIDI KLEIN STORY
W H O L E S A L E FAC T S
Wholesale sales (in £) £3,000,000
£2,500,000
£2,000,000
£1,500,000
£1,000,000
£500,000
£0
2014
2017
2020 est
W H O L E S A L E FAC T S
No of doors
UK
USA
EU
APAC
ROW
TOTAL
37
49
48
6
8
148
Geo split ASIA, 3% UK&NI, 42%
EU, 23%
ME, 3%
N.AM, 25% ROW, 4%
Units Sold- wholesale channel 2017 40,000
37,192 2,380
35,000
6,568
30,000 25,000 20,000 15,000
28,244
10,000 5,000 -
WHOLESALE Swimwear
Resort wear
Accessories
TOTAL
OMNICHANNEL
tore om S in.c e n e li l n k i O .heid www THE HEIDI KLEIN STORY
W E B FAC T S Web traffic and gross sales 8,000,000
7,000,000
£6,750,000
6,000,000
5,000,000
4,000,000
3,000,000 2,400,000 2,000,000 £729,156 1,000,000 210,258 0
2014
2015
traffic
2016
2017
Sales (gross)
2020 est
W E B FAC T S Units Sold - online channel 2017 25,000 20,843
20,000
2,237 3,162
15,000 10,000
15,444
5,000 -
WEB Swimwear
Resort wear
Accessories
TOTAL
Web gross sales by region 80%
76%
70%
65%
60% 50% 40% 30% 22%
20% 12%
10% 0%
8%
6%
UK
2014
US
2017
EU
2020 est
6%
5%
ROW
SHOP IN SHOP
THE HEIDI KLEIN STORY
A Hamptoms Retreat
THE HEIDI KLEIN STORY
POP-UPS
S OTO G R A N D E - S PA I N V I L L A V I TA PA R C - P O R T U G A L PA M PA M - A U S T R A L I A H A M P TO N S - U S A CAPE COD - USA C A R L I S L E B AY - A N T I G U A J U M E R I A H V I TA V E L L I - M A L D I V E S H A L F M O O N B AY - J A M A I C A
THE HEIDI KLEIN STORY
TOTAL SALES
Sales mix 2014 - 2020e 100% 90% 80%
25% 38% 48%
70%
27%
60% 50%
32%
40% 30%
40% 48%
20%
30% 10%
12%
0% 2014
2017
Retail sales
Wholesale sales
2020 est
Online sales
TOTAL SALES Units Sold p/channel 2017 40,000
37,192
2,380
35,000
6,568
30,000
24,163
25,000 20,000
4,389
20,843
4,651
3,162
2,237
15,000
28,244
10,000 15,123
15,444
RETAIL STORES
WEB
5,000 -
Swimwear
Resort wear
WHOLESALE
Accessories
TOTAL
Units Sold per channel 2017 v 2020E 160,000 140,214
140,000
17,658
120,000 30,147
100,000 82,198
80,000
9,006 14,381
60,000
92,409
40,000 58,811
20,000 -
ALL CHANNELS 2017
Swimwear
Resort wear
ALL CHANNELS 2020E
Accessories
TOTAL
MARKETING
THE HEIDI KLEIN STORY
COMPETITIVE LANDSCAPE
Generally poorly defined positioning with some newcomers exceptions
POSITIONING HIGH CONSTRUCTION
• HK Body
• HK Gottex
• HK Mainline • Eres
• K Gottex
• Jets
• Seafolly • Zimmerman • La Perla
• Flagpole • Lazul • M.Odabash
CLASSIC
FASHION FORWARD
• Marysia • M.Hoffman • HK BB
• Vix • Milly
• Solid & Stripe • Mikoh
LOW CONSTRUCTION
An obsessive attention to detail – the details you can see, and those you can’t – to give the wearer a truly transformational holiday wear experience
MARKETING STRATEGY
Digital luxury activations to drive multi-channel results
MARKETING VISUALLY LED BRAND
INSTAGRAM SHOPPING
Insta’ Shopping
#HKESCAPES
Calif ornia #HKEscapes. The most coveted invitation, promising days of pure luxury in the world’s most glamourous destinations. Heidi Klein hosts the fashion A-list to create images seen and shared by millions globally. #HKEscapes is an exclusive ticket into the world of Heidi Klein.
ysia a l a M
and l s I te Priva
PRESS
THE HEIDI KLEIN STORY
PROMINENT PHOTOS
Prominent Photos
E D I TO R I A L S
Heidi Klein is frequently featured inVogue, Harpers Bazaar, L’Officiel, Porter, Country & Town House and many other magazines.
THE HEIDI KLEIN STORY
THE HEIDI KLEIN STORY
TESTIMONIALS
u a ss a heer N e h “"T suit, S-” im tion" w S erfec p SARAH BAILEY
“" This London based swimwear label offers classic bik inis and one-pieces that make you look and feel – like a milli on dollars."”-
THE TELEGRAPH
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C E L E BRI T Y F O LLOW I N G E lle
Olivia
Mcphers on
Palm
ero
Sienna Miller
th e n y Gw
Kate
Bos
ate
worth
K
M
oss
row lt a P
Q&A