When we opened our first shop on Madison Avenue last year, we’d been firmly warned about how hard it is for French brands to establish themselves in the United States,” recalls Carole Benaroya, co-founder of KUJTEN alongside Stéphanie Eriksson. “But all the data was in our favour, so we went for it.” One year on, the co-founder stands by that decision.
The shop is delivering strong results, as are sales through around 50 high-end retailers and online sales in this market, which now accounts for 20% of the brand’s total e-commerce revenue. Like most European brands, the French label adjusts its prices to reflect structural costs and customs duties in order to secure its place in the US market.
“But as virtually all brands take this approach, we are able to reaffirm our upper-premium positioning. And it doesn’t impact our performance.” On the contrary, the brand is counting on this market to drive its international expansion, with three new boutiques of between 150 and 200 square metres set to open by the end of the year.
Founded in Paris in 2012, the brand is doubling down in New York, targeting an international, fashion-conscious “downtown” clientele with a shop in SoHo at 92 Greene Street. The brand is also banking on its prints to win over customers in Miami, where Kujten is opening a boutique at Bal Harbour Shops. After Courchevel, Megève, and St Moritz, Aspen will be the next location.
While Kujten is renovating its network in France and adjusting its timetable in light of local elections, the brand is relying on international markets to sustain its growth. Exports already account for 60% of its business, driven by strong online momentum and boutiques in England, Spain, and Belgium. Having passed the €100 million mark last year (and secured B Corp certification), Kujten is forecasting 40% growth in its business by 2026, with an increase in like-for-like sales.
