Trevor Shimpfky will oversee the addition of new U.S. stores, the 'pausing' of womenswear and the steps to attract a younger shopper.
and in Southampton in New York as well as in Chicago and Washington, D.C. It also has an outlet across the street from its New York flagship to clear excess inventory, as well as a newly opened company-owned flagship in Aoyama, Tokyo, and some 80 shops-in-shop and close to 500 corners in Japan.
But that doesn’t necessarily mean forever, he stressed. “There’s always a door to open again if we decide to do that.”Women’s never represented a large percentage of Paul Stuart’s volume and since the flagship was significantly downsized last year, it made less sense to keep the category going. Helping him with that transformation is Aslihan Danisman, who worked with Shimpfky at Zegna and serves as vice president of digital and CRM.
The remaining store on Oak Street in Chicago is also doing well. At one time, Shimpfky said, there was a second unit on Lasalle Street, but it was destroyed during the race riots in May 2020 and the decision was made to step back and focus the energies on the remaining store. “That just made the most sense,” he said.
In addition to its own direct-to-consumer efforts, Paul Stuart has begun wholesaling in recent years. It started with footwear, which was sold at Neiman Marcus, Saks Fifth Avenue and Bergdorf Goodman as well as Nordstrom and Mr Porter. Last year, the wholesale offering expanded into tuxedos and formal accessories, which are being sold at Saks.
Among the top performers right now are the brand’s polo shirts, featuring its man-on-a-fence logo — a business five times as big as it was three years ago — along with cashmere sweaters and casual bottoms. Other changes will include a subtle repositioning of the Phineas Cole label. The collection, which Shimpfky said has been growing thanks in part to strong social media marketing efforts, will be renamed Phineas Cole for Paul Stuart to better connect the two names.
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