Deichmann collaborates with Jenner sisters to forge fashion reputation
After working with Ellie Goulding and Demi Lovato this winter, German shoe and sport apparel retailer Deichmann, reportedly the largest footwear distributor in Europe, is once again teaming up with celebrities with a huge following among adolescents and young adults, the sisters Kendall and Kylie Jenner.
The two reality TV and ‘Keeping Up with the Kardashians’ stars founded their eponymous fashion label in 2015, hence the invitation by the long-established German retailer, founded in 1913, to collaborate in the creation of a handbag capsule collection.
The line, designed for the spring season, consists of 23 items with a palette featuring black and white combinations and a series of iridescent hues, like metallic blue or pearly pink. The collection’s prevailing mood is urban, with a variety of shapes and sizes, from bum bags to giant shopping totes to backpacks. The names Kendall and Kylie are inscribed on all the products, as “each model of this collection, with its vivid logo, is designed to attract great attention,” wrote Deichmann. The line is available for sale from early March in-store and online, priced between €12.90 and €39.99.
Deichmann is a heavyweight player in footwear distribution: in 2017 it generated sales worth €5.8 billion through the nearly 4,000 stores it operates in 26 countries. In 2017, Deichmann entered the French market, where it now operates seven large-sized stores in suburban areas.
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