The brand’s 600-sq.-ft. flagship store in New York’s Nolita neighborhood currently carries several apparel brands in addition to its own shoes. But the boutique is dropping ready-to-wear and undergoing renovations in July. The improvements are aimed at putting the focus solely on Coclico.
“When I opened the store in 2010, [Coclico] had about 25 SKUs, and the idea was to give exposure to the line at retail while conducting wholesale out of the space,” said Coclico founder and designer Sandra Canselier. “Now, the Coclico brand has been growing tremendously. I have enough styles that I can fill up my entire space with the Coclico collection. We’re pushing the brand rather than [remaining a] multi-brand space.”
Canselier said the modifications will allow her boutique to showcase the full range of Coclico footwear when it reopens in August. “[The interior design] is also going to be cleaner and more modern,” she added. “We will incorporate our focus on sustainability and natural elements.”
Other changes include a website relaunch in July, which will take branding in a new direction, better integrate social media and streamline e-commerce.
“E-commerce has definitely been a very important part of the growth of our retail business,” Canselier said, noting that online comprises about 40 percent of Coclico’s sales. “We want to be more savvy about reaching out to customers.”
To that end, the company is asking some of its most loyal customers to send testimonials and photos for inclusion on the site.
Outside its own store, Coclico is also growing its wholesale business. The brand is expanding its presence at Neiman Marcus, with eight more doors for fall. Canada’s Holt Renfrew has also picked up the label.