Bernice bets on affiliation

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February 10, 2022

Affected like others by the vagaries of the crisis, Berenice mobilizes to remain dynamic in the shrinking women’s ready-to-wear market. Born in 2004, the label wants to build on its network to continue seducing consumers with luxury fashion with strong cuts and assertive prints. In 2021, it opens eight new points of sale in France via affiliation, and plans more than ten launches this year thanks to partners.

Fall Winter 2022 Collection – Berenice

Last year, thanks to affiliates, Berenice notably held residencies in Valenciennes and Méribel, while in February it took place in Bastia. describes Frédéric Crieff, the brand’s founder, who is artistically directing the fall-winter 22/23 season.

Berenice operates a fleet of about 65 points of sale in France, including 35 directly owned stores, 20 subsidiaries and about a dozen department store locations. Internationally, it has 40 points of sale (boutiques and corners) and 250 multi-brand retailers. And making significant progress in Spain at El Corte Inglés, with a corner opening in Marbella in 2021 and installations planned in Seville and Madrid stores this year.

Expanding into new markets, Berenice has debuted at the Fashion Show in Copenhagen, targeting Northern Europe, and will be showing at the American Magic Show in Las Vegas and the Coterie in New York, as well as at the Scoop event in London.

A dress costs 200 to 250 euros and 250 to 300 euros for a cashmere sweater – Berenice

Paying attention to protective measures in 2017, the brand has since revitalized its wardrobe, refining its logo and enhancing warp and weft products in its offering, envisioned as a complete wardrobe adhering to the trends of the moment. With today’s desire to move up in terms of material.

“We’re offering more sleeveless pieces, coats and jackets made from Italian fabrics, whereas previously sourced in China,” explains the manager, who is relaunching a line of cashmere sweaters. Thus, prices will rise somewhat due to these more noble materials, but also due to increases in costs on the supply and transportation side.

The company, which did not disclose its turnover, says that it turned its back during the health crisis and reduced its costs, but it is optimistic for the coming months, because it claims that it has returned to normal retail activity since last May. Its online sales, which have jumped 50% since the pandemic, now account for 10% of total revenue, with a long-term goal of reaching a 20% share.

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