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  • AllSaints Mexico makes its debut in Mexico City

    AllSaints Mexico makes its debut in Mexico City

    UK fashion retailer AllSaints has opened its first store in Mexico as it begins a Latin American expansion.

    The 2368 sqft AllSaints Mexico store has opened in Mexico City’s Antara shopping centre.  It stocks menswear and womenswear collections and lines from the autumn/winter 2016 range and Capital Collection handbags.

    Like stores elsewhere in the world, the AllSaints Mexico store features distinctive tailor-made fixtures and handcrafted industrial display units, and wall-mounted vintage sewing machines set against an LED backdrop.

    AllSaints chose Grupo Sordo Madaleno as its local partner, a company which operates fashion, toy and cosmetics franchises across 25 Mexican retail locations.

    AllSaints CEO William Kim, said expansion in Latin America has always been an integral part of the retailer’s growth strategy.

    “With over 50 years expertise in the Mexican retail sector, Group Sordo Madaleno was an obvious partnership choice for us. Not only does it excel in its existing market, it shares our passion for exceptional customer experience and bringing AllSaints’ contemporary designs and premium quality collections to fashion lovers in Mexico.”

    Late last year, AllSaints opened stores in Peru and Chile. It now has 220 directly operated stores, franchises, concessions and outlets in 23 countries including the UK, Europe, North America, Asia and the Middle East.

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  • Asia drives All Saints growth

    Asia drives All Saints growth

    Asia has proven the major driver of All Saints growth in the last year’s reported sales.

    A stellar set of results was led by international sales growth of 12 per cent to £108.2 million, as it opened 23 new stores internationally in countries including Japan, South Korea, Taiwan and the US.

    The retailer has big ambitions for its international arm, as it aims for international sales to account for nearly two-thirds of the business by 2020 (currently 43 per cent), with Asia and the Middle East being the prime focus. All Saints has also performed well in its home market, with UK sales up 7.4 per cent to £144.3 million, while online sales grew 33 per cent to reach £47.3 million – 19 per cent of total sales.

    All Saints’ continued success is evidence of how having a distinct design signature, desirable brand image and a loyal shopper base is imperative in a tough trading environment, as it keeps the brand front of mind for shoppers. The retailer has remained true to its edgy design aesthetic, and translated it effectively into range extensions such as its Capital collection of women’s handbags. It is also capitalising upon its relatively unique position of being equally desirable for both men and women (sales are split almost equally) by launching a men’s bags and accessories ranges, following the success of the Capital collection. All Saints continues to keep shoppers engaged via regular product drops, a broad but well-edited collection and a distinct instore customer experience.

    All Saints

    All Saints has maintained tight control over its brand image, and chosen to enter new markets directly through own stores and partnerships with department stores, rather than through wholesale and licensing – a strategic move that has helped make its mark in new territories without diluting the brand.

    It has also managed to control online costs effectively as it owns its distribution centres and does its website coding in-house; while its diversified market presence and direct sourcing model has helped it achieve a natural hedging position, broadly protecting it from currency fluctuations.

    All Saints’ focus on controlling costs and protecting brand image as it expands, will continue to stand it in good stead, and help achieve sales growth in 2016/17.

    –Nivindya Sharma

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