Page 33 - RLI November 2019

Passion for HONG KONG STORE

Hong Kong, China

the Product

Mackage collections combine the finest leathers,
down, and wool with tailored silhouettes and

precision detail. Here, RLI speaks with Co-
Founders Eran Elfassy and Elisa Dahan to find
out more about the brand and where they hope

to take it in the coming years.

I nspired by his brothers’ experience in the leather industry, Eran Elfassy founded Mackage top retailers, such as Nordstrom, Neiman Marcus and Holt that have made a signature look where consumers don’t have
The brands retail distribution network expands across
in 1999, before being joined by Elisa Dahan two years later. In the years since, they have
to look at the label but can tell who made the product simply
developed one of the most prestigious contemporary outerwear brands worldwide.
by looking at it. It is these reasons that they feel customers
Renfrew in North America, Harrods in the UK and Galeries
The collections of Mackage are a testament to the brand’s cornerstones of innovation,
design and an unwavering commitment to outstanding quality: a philosophy that has fundamentally Lafayette in Europe among others. have remained loyal to the brand over the last twenty years.
“Our business was started as a family, and even as we
Most recently Mackage has opened its first European
changed the outerwear game. pop-up store concept in the fashion-forward city of London. grow, we keep that same feeling. The team we have built is
The collections of Mackage are a testament to the brand’s cornerstones of innovation, design “The city is the perfect initial location to establish our retail full of talent that works together to take us to the next level
and an unwavering commitment to outstanding quality: a philosophy that has fundamentally network in Europe. The concept store offers our customers a with each collection, store and product line,” explains Elfassy.
changed the outerwear game. chance to personally experience our amazing products in an The company’s ethos is fashion led function and its goal
In the last 12 months there has been a focus on the branding and the company has been inspiring brand environment,” says Elisa Dahan, Co-Founder. is to make outerwear that not only protects under harsh
working tirelessly to modernise Mackage’s logo and aesthetic for the brand’s evolution. Situated at 135 Sloane Street, the 1,400sq ft unit weather conditions, but also makes consumers look stylish.
To date, the brand currently operate 17 flagship locations, 14 of these are situated throughout showcases the latest Fall/Winter 2019/20 collection of “As it is the last layer of your outfit, it has to be perfect and
North America, two are located in Hong Kong and the most recent opening was in London. luxurious outerwear; meanwhile the design of the pop-up is make you feel powerful and sexy,” says Dahan.
“With new footprints on multiple continents, the brand’s global expansion is well underway,” a nod towards the brand’s global store concept. Tremendous growth and business expansion is the next
explains Eran Elfassy, Co-Founder of Mackage. “We have new stores located in Hong Kong, London, Over the coming months the company plans to continue stage for the brand, and both Elfassy and Dahan appreciate
and a new showroom in Paris as well as a new Mackage European office based in Munich, Germany.” developing its retail footprint in key markets around this comes with challenges. However they are prepared for
“Ultimately, our collections the world as well as extending its wholesale network of it, having laid a foundation that is very solid for the brand
will always be creatively department stores within different countries. and all the challenges that may lie ahead are instead seen as
“We are excited to be entering the China space and
opportunities to learn and grow.
designed with impressive disrupting the outerwear market. Our first two stores have
detailing and tailored cuts. opened in Hong Kong, more specifically in Harbour City and MONTREAL ST. CATHERINE STORE
K11 Musea. The opportunity to launch in China has always
That is the Mackage way.” been part of our long-term vision and we will continue to Montreal, Canada
develop this market in the years to come,” explains Elfassy.
To cater to the lifestyles of its different markets around the
world, Mackage anticipates expanding its product selection
in lightweight styles and are excited to push the boundaries
with its fashion assortments.
“Ultimately, our collections will always be creatively designed with
impressive detailing and tailored cuts. That is the Mackage way. We
believe that our brand offers a unique point of difference, striking
the perfect balance between fashion and function,” says Dahan.
The company uses its social media channels to engage with
its current and future consumers, and as it increasingly becomes
a part of everyday life, they see it is an opportunity to speak
directly to its audiences. It is also an extremely important
channel in terms of the brand’s long-term marketing strategy,
as it allows them to create engaging content to reach the
Generation Z market through Instagram videos and stories.
Both Co-Founders feel that craftsmanship and detail are
LONdON pOp-Up STORE extremely important, and so strict guidelines are in place for
London, UK
all products. They explain that successful brands are those
32 RETAIL & LEISURE INTERNATIONAL NOVEMBER 2019