Philipp Plein, the German-born designer known for his extravagant runway shows, has opened a new 1,000-square-foot store in Miami, expanding his U.S. footprint to 11 stores, including the Penthouse near New York’s Plaza Hotel which sells V.I.P. clients by private appointment.
The Miami store, which is a pop-up for two years, is part of the brand’s overall strategy to strengthen its retail presence worldwide, counting more than 100 stores around the globe for his multiple brands that include Philipp Plein, Plein Sport and Billionaire.
The boutique, located in the Aventura Mall, is designed by the architectural firm Locatelli Partners. The store features a large logo and crystals and a color palette that goes from the black Marquina and white Carrara marble to acid green for carpets and walls.
The company is introducing Plein Sport to the U.S. market in the first quarter of 2023 and will offer its first women’s fragrance, Plein Fatale, on Oct. 13. There are also licensing agreements for products such as eyewear and watches with De Rigo Eyewear and Timex, respectively, that are performing well since their first drop in 2021.
One of Plein’s biggest projects underway is a luxury boutique hotel planned in the center of Milan, with three restaurants, a pool and night club, expected to open next April. Plein plans to have his spring 2023 fashion show in Milan later this month and will return to the New York runways in February.
He noted that a lot of South American and European customers are coming to Miami for vacation, and during COVID-19, many people relocated in the Miami area. Fifty percent of the Miami store’s merchandise will be devoted to women’s apparel, and 50 percent to menswear. The store, like all the others in the chain, will accept crypto currency.
Plein has seen a strong customer base in the Florida region. His 2,500-square-foot outlet store in Sawgrass Mills in Sunrise, Florida, does $4.5 million a year. He said when they originally closed Aventura, people came to Sawgrass asking for full-price merchandise. They were taking online orders for full-price items for clients.