P448 Launches New Elevated Designs in Session 01 Capsule, Eyes China Market
P448 is expanding its offering. On Thursday, the brand launched its Session 01 capsule collection, which features its signature silhouettes with a more elevated design approach.
The made-in-Italy styles are crafted in Nappa leather and silk suedes in monochromatic colorways and minimal logos.
Wayne Kulkin, P448’s CEO and chief creative officer, told FN that he wanted to give customers the experience of a shoe made with the best possible components for a fair price. The capsule is priced at $125 to $175 more than its current collection, offerd in the $375 range.
The launch is also a way for the company to test new markets, such as China.
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“The China market is so fascinated with European quality, so that was also one of the motivators to create something that really will blow people away,” said Kulkin. “As we begin as almost a virgin brand in that market, we wanted to have that element, and we also wanted the flexibility to have Session 02 and Session 03 while having people explore all of our products in different ways.”
At the end of the month, P448’s first store will open in Beijing. A second store will open in Macau in October.
Quality execution is key for the brand’s continued growth strategy, which is why Kulkin is in Italy eight months of the year. “We are vertical. We control every aspect of, not just design and production and packaging, but we are in the factories that are our partners,” he said. “It’s critical to be on the ground, especially in these times to make sure that you’re putting that extra effort into quality.”
International expansion is also in full force. In April, the Italian streetwear brand formed a joint venture partnership with The Camp Brands, a Barcelona-based company that specializes in the distribution of international brands. The new partnership will expand P448’s European wholesale distribution and enhance P448’s retail strategy with the opening of stores in Europe.
Digital growth in Europe is up almost 30%, according to Kulkin, and over the next 24 months, P448 will be opening 10 stores in the region.
“Our goal is to try to have some type of presentation throughout the world, versus just focusing on one region. We rather have less product out there, but coming all over the world,” said the exec.
P448 is currently in 50 countries and will be launching in Australia. By the end of the next year, the company expects to to be in 20 more.
The Session 01 capsule is available now on its own e-commerce. The line will drop later this month in Milan during fashion week with Corso Como.
