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THE HEIDI KLEIN STORY


I N T RO D U C I N G HEIDI KLEIN

THE HEIDI KLEIN STORY


THE TEAM

SENIOR MANAGEMENT: HEIDI GOSMAN

Founder and Creative Director

PENNY KLEIN

Founder and Commercial Director

AMBER SPENCER HOLMES

Head of Marketing

EMILY OLIVIERI

Head of Products

KEVIN McKINSON

Head of Finance and Operations

ERIC KOBY

Chief Executive Officer


F rom its origins as a Notting Hill

concept store in 2002, Heidi Klein has become synonymous with stylish, sought-after holidaywear, crafted with exceptional attention to detail. You’ll find Heidi Klein worn on the world’s most beautiful beaches by fashion insiders and style icons, all of whom love the brand’s effortless chic and luxe provenance. Founders Heidi Gosman and Penny Klein established the original Heidi Klein holiday boutique with the aim of delivering unmistakably luxurious resor twear. Sourcing swimwear and accessories that lived up to their vision proved a challenge – driving them to create their own. Drawing inspiration from the world’s most beautiful destinations, Heidi Klein produces three collections each year, using luxury Italian fabrics, bespoke colours and hand-painted prints.

The brand has earned a devoted following, supporting global growth. In addition to its two London flagships, award-winning website and standalone in-resort stores, Heidi Klein is carried in leading independent boutiques and top department stores around the world. Heidi Klein is Britain’s most iconic holidaywear; immediately recognisable, it inspires a mood of carefree indulgence, a Heidi Klein piece is an investment that repays the wearer in uplifting body confidence. Whatever your destination, your journey starts with Heidi Klein.

Heidi Gosman

Founder & Creative Director

PennY Klein

Founder & Commercial Director


TIMELINE

2002

First Heidi Klein multi-brand store opens on Westbourne Grove, Notting Hill

2004

Our flagship store opens in Chelsea, London

2005

We launch www.heidiklein.com

2006

Heidi Klein showcases first own-brand collection

2011

Heidi Klein store opens in Porto Montenegro

2011

First shop-in-shop concept opens at Liberty London followed by pop-ups in Harrods and Selfridges

2012

Global conglomerate Pentland invests in Heidi Klein

2013

Heidi Klein launches Accessories ranges

2014

Heidi Klein expands with Childrenswear collection

2015

We upgrade our branding and range planning

2016

St Lucia opening of Heidi Klein store

2017

Launch of Annual collections

2017

Heidi Klein expands into Travel Retail channel

2017

Heidi Klein launches into Southern Hemisphere

Brand Video


BRAND PHILOSOPHY

THE HEIDI KLEIN STORY


“Whatever the destination,your holiday starts with Heidi Klein

THE HEIDI KLEIN STORY


OUR VISION WHY – HOW - WHAT WHY? We believe all women should feel confident and look gorgeous on their summer holidays HOW? We have over 15 years of expertise in fits and shapes We use the best materials and craftsmanship to make high quality products We offer timeless and stylish designs WHAT? Our all year round “ 360˚ “ luxury offering range from swimwear and resort wear to accessories


We aspire to be one of the leading luxury lifestyle brands in the world‌


T H E H E I D I K L E I N C U S TO M E R

Globe

Trotter THE HEIDI KLEIN STORY


Heidi Klein has a wide, established and international

AB WOMEN

TRAVELS

7-9

X

A YEAR

customer base who are loyal to the brand. Core customers are AB women aged between 25-45. With a confident sense of contemporary luxury, the Heidi Klein customer loves high fashion and is not price sensitive. Savvy and informed, she travels frequently and wants to feel gorgeous and look her best. A global citizen with curated style, she travels 7-9 times a year.

“"I want everything from Heidi Klein"�

AGED 25-45+

ELLE MACPHERSON

THE HEIDI KLEIN STORY


BRAND P RO M I S E S

THE HEIDI KLEIN STORY


1. W E WO R K H A R D F O R YO U, BEHIND THE S C ENES , TO GI V E YO U YOU R BES T BEAC H BO DY.

2. W E O B S E S S OVER F IT, C U T AND DES IGN. YO U LO O K E F F O RT LES S LY C HIC O N THE BEAC H.

3. W E O F F E R T H E S U P P O RT AND C OVERAGE YO U NEED, W I T H O U T E V E R C O MP RO MIS ING O N S TYLE.

4. W E W I L L N E V E R SAC RIF IC E F IT F O R FAS HIO N. W E K N OW T H AT P ERF EC T C U T EQ UALS CO NF IDENC E.

5. W E P RO M I S E T H AT AN INVES TMENT IN HEIDI KLEIN S W I M W E A R W I LL PAY YO U B AC K IN BO DY C O N F I D E N C E, WEAR AF TER WEAR.

THE HEIDI KLEIN STORY


s ' n i a t i r “"B conic i t s mo " r a e w m i w s CANDICE LAKE


COLLECTIONS

THE HEIDI KLEIN STORY


THE HEIDI KLEIN STORY


SWIMWEAR

Heidi Klein creates five sought after lines, each instantly recognizable. Heidi Klein offers a complete holiday wardrobe for the chic, discerning, global citizen who wants only the best and knows how to find it.

KIDSWEAR

THE HEIDI KLEIN STORY


RESORTWEAR

ACCESSORIES

FRAGRANCE

THE HEIDI KLEIN STORY


SEASONAL

THE HEIDI KLEIN STORY


Our design team travel the world, drawing inspiration from the most glamorous women in the most exclusive locations, and translating them into the hottest swimwear trends. Each piece is finessed by client feedback, focus groups, as well as multiple fitting sessions to create the perfect silhouette.

THE HEIDI KLEIN STORY


CORE

THE HEIDI KLEIN STORY


Simplicity perfected. A considered edit of bestselling Heidi Klein essentials, available all year round and continually replenished. Mix-and-match separates in block colours and slimline stripes meet sporty and sexy figure-hugging swimsuits.

THE HEIDI KLEIN STORY


BB. BY HEIDI KLEIN

THE HEIDI KLEIN STORY


S ought

after by press and fashion influencer s alike , this capsule collection represents a deconstr uction of the Heidi Klein DNA for an of-the-moment, pared back aesthetic: luxe swimwear reduced to its most elemental form. Our signature commitment to cut endures, embodied in uncomplicated, figure-skimming silhouettes.

THE HEIDI KLEIN STORY


B O DY

THE HEIDI KLEIN STORY


Body is Heidi Klein’s specialist support range. Designed to lift, sculpt and effortlessly enhance, Body has been rigorously tested for fit, durability and customer satisfaction to ensure ultimate comfort with amazing results. Available in sizes S-XXL and up to a G-cup, Body by Heidi Klein is unchallenged in the market as leader in truly luxurious shaping swimwear.

THE HEIDI KLEIN STORY


LIMITED EDITION

THE HEIDI KLEIN STORY


s n o i t a or b a l l o C

Annual

collaborations with key and emerging designers in fashion, art, and architecture, combining Heidi Klein perfect fit and iconic quality with cutting edge design.

THE HEIDI KLEIN STORY


R E S O RT W E A R

THE HEIDI KLEIN STORY


Heidi Klein resortwear collection features dresses and separates designed to be flattering and effortless. Crafted from the finest materials and using signature Heidi Klein prints and trims, this is the collection that takes you from beach to bar.

THE HEIDI KLEIN STORY


B E A C H TO B A R

THE HEIDI KLEIN STORY


With

Love, Heid iKlein x

THE HEIDI KLEIN STORY


B AGS

ACCESSORIES

THE HEIDI KLEIN STORY


A jet-set must-have, known and desired from Capri to the Hamptons, Heidi Klein’s accessories range is crafted with trademark attention to detail. It includes raffia totes, natural straw hats, sandals and jewellery, and merges fashion-forward style with the practicality required by the frequent traveller.

THE HEIDI KLEIN STORY


Hats

& y r e l l e w e J grance a r F

THE HEIDI KLEIN STORY

es v r a c &S


THE HEIDI KLEIN STORY


OUR USPS

What sets Heidi Klein apart is our obsessive attention to detail – those you can see and those you can’t – to give the wearer a truly transformational experience.

IMPECCABLE FIT Adjustability built into every detail Mix and match sizing Craftmanship in construction perfect cut = confidence Tested for real life

LUXURIOUSY DESIGNED Hand painted prints Finest Italian fabrics Heavyweight hardware accents Signature trims

SECRET INGREDIENTS Behind the scenes hidden support A super flattering silhouette For those in the know

THE HEIDI KLEIN STORY


P RO D U C T I O N

Where We Produce


P RO D U C T I O N Key Partners


P RO D U C T I O N

Production Growth

Production Progression (in units) 160000

140000

120000

100000

80000

60000

40000

20000

0

2014

2017

ACCS

RTW

2020

SWIM


P RO D U C T I O N Corporate Social Responsibility


"The best thing you'll ever do for your behind�"

THE HEIDI KLEIN STORY


R O UB TA G E S TO MARKET

THE HEIDI KLEIN STORY


THE EXPERIENCE

i n i k i b f o e l p m e t y z e e r s l b e e f “A e r e h n i g n i p p e t s , c n o chi g n i o g e r a u o like y y a d i l o h THE HEIDI KLEIN STORY


FLAGSHIPS

CHELSEA

N OT T I N G H I L L

THE HEIDI KLEIN STORY


V I RT U A L TO U R

CHELSEA FLAGSHIP STORE https://my.matterport.com/show/?


S E A S O N A L R E TA I L

ST LUCIA

P O RTO M O N T E N E G R O

U R U G U AY THE HEIDI KLEIN STORY


R E TA I L F A C T S Retail sales £3,500,000 £3,000,000 £2,500,000 £2,000,000 £1,500,000 £1,000,000 £500,000 £0

2014

2017

2020 est

Units Sold p/channel 2017 30,000

25,000

24,163 4,389

20,000 4,651

15,000

10,000 15,123

5,000

-

RETAIL STORES Swimwear

Resort wear

Accessories

TOTAL


WHOLESALE

THE HEIDI KLEIN STORY


W H O L E S A L E FAC T S

Wholesale sales (in £) £3,000,000

£2,500,000

£2,000,000

£1,500,000

£1,000,000

£500,000

£0

2014

2017

2020 est


W H O L E S A L E FAC T S

No of doors

UK

USA

EU

APAC

ROW

TOTAL

37

49

48

6

8

148

Geo split ASIA, 3% UK&NI, 42%

EU, 23%

ME, 3%

N.AM, 25% ROW, 4%

Units Sold- wholesale channel 2017 40,000

37,192 2,380

35,000

6,568

30,000 25,000 20,000 15,000

28,244

10,000 5,000 -

WHOLESALE Swimwear

Resort wear

Accessories

TOTAL


SHOP IN SHOP

THE HEIDI KLEIN STORY


A Hamptoms Retreat

THE HEIDI KLEIN STORY


POP-UPS

S OTO G R A N D E - S PA I N V I L L A V I TA PA R C - P O R T U G A L PA M PA M - A U S T R A L I A H A M P TO N S - U S A CAPE COD - USA C A R L I S L E B AY - A N T I G U A J U M E R I A H V I TA V E L L I - M A L D I V E S H A L F M O O N B AY - J A M A I C A

THE HEIDI KLEIN STORY


OMNICHANNEL

tore om S in.c e n e li l n k i O .heid www THE HEIDI KLEIN STORY


W E B FAC T S Web traffic and gross sales 8,000,000

7,000,000

£6,750,000

6,000,000

5,000,000

4,000,000

3,000,000 2,400,000 2,000,000 £729,156 1,000,000 210,258 0

2014

2015

traffic

2016

2017

Sales (gross)

2020 est


W E B FAC T S Units Sold - online channel 2017 25,000 20,843

20,000

2,237 3,162

15,000 10,000

15,444

5,000 -

WEB Swimwear

Resort wear

Accessories

TOTAL

Web gross sales by region 80%

76%

70%

65%

60% 50% 40% 30% 22%

20% 12%

10% 0%

8%

6%

UK

2014

US

2017

EU

2020 est

6%

5%

ROW


TOTAL SALES

Sales mix 2014 - 2020e 100% 90% 80%

25% 38% 48%

70%

27%

60% 50%

32%

40% 30%

40% 48%

20%

30% 10%

12%

0% 2014

2017

Retail sales

Wholesale sales

2020 est

Online sales


TOTAL SALES Units Sold p/channel 2017 40,000

37,192

2,380

35,000

6,568

30,000

24,163

25,000 20,000

4,389

20,843

4,651

3,162

2,237

15,000

28,244

10,000 15,123

15,444

RETAIL STORES

WEB

5,000 -

Swimwear

Resort wear

WHOLESALE

Accessories

TOTAL

Units Sold per channel 2017 v 2020E 160,000 140,214

140,000

17,658

120,000 30,147

100,000 82,198

80,000

9,006 14,381

60,000

92,409

40,000 58,811

20,000 -

ALL CHANNELS 2017

Swimwear

Resort wear

ALL CHANNELS 2020E

Accessories

TOTAL


MARKETING

THE HEIDI KLEIN STORY


COMPETITIVE LANDSCAPE

Generally poorly defined positioning with some newcomers exceptions


POSITIONING HIGH CONSTRUCTION

• HK Body

• HK Gottex

• HK Mainline • Eres

• K Gottex

• Jets

• Seafolly • Zimmerman • La Perla

• Flagpole • Lazul • M.Odabash

CLASSIC

FASHION FORWARD

• Marysia • M.Hoffman • HK BB

• Vix • Milly

• Solid & Stripe • Mikoh

LOW CONSTRUCTION

An obsessive attention to detail – the details you can see, and those you can’t – to give the wearer a truly transformational holiday wear experience


MARKETING STRATEGY

Digital luxury activations to drive multi-channel results


MARKETING VISUALLY LED BRAND


SOCIAL MEDIA


#HKESCAPES

Calif ornia #HKEscapes. The most coveted invitation, promising days of pure luxury in the world’s most glamourous destinations. Heidi Klein hosts the fashion A-list to create images seen and shared by millions globally. #HKEscapes is an exclusive ticket into the world of Heidi Klein.

ysia a l a M

and l s I te Priva


PRESS

THE HEIDI KLEIN STORY


E D I TO R I A L S

Heidi Klein is frequently featured inVogue, Harpers Bazaar, L’Officiel, Porter, Country & Town House and many other magazines.

THE HEIDI KLEIN STORY


THE HEIDI KLEIN STORY


TESTIMONIALS

u a ss a heer N e h “"T suit, S-” im tion" w S erfec p SARAH BAILEY

“" This London based swimwear label offers classic bik inis and one-pieces that make you look and feel – like a milli on dollars."”-

THE TELEGRAPH

THE HEIDI KLEIN STORY


C E L E BRI T Y F O LLOW I N G E lle

Olivia

Mcphers on

Palm

ero

Sienna Miller

th e n y Gw

Kate

Bos

ate

worth

K

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oss

row lt a P


Q&A

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