Since launching in April, children’s apparel spin-off La Redoute Kids has exceeded projections by 20%. That’s especially impressive given that the catalog hasn’t mailed yet.
Parent company La Redoute USA, a division of French conglomerate Pinault Printemps Redoute, began enclosing copies of La Redoute Kids as package inserts to customers of its La Redoute women’s apparel catalog. The company expects to begin mailing La Redoute Kids twice a year beginning in August.
Victor Essola, senior vice president/general manager for La Redoute USA, estimates that the company will mail about 300,000 La Redoute Kids catalogs. About half of the books will go to La Redoute USA customers, and the rest to rented names.
La Redoute Kids’ edge in the crowded children’s clothing market is its unique designs and low prices, Essoka says. “The clothes in the Kids catalog are not what you’d typically find in a Gap or other stores that sell kids’ products—they’re more what you’d find in boutiques.”
For now, La Redoute Kids’ prices average $15-$20 for casual and dressy clothing for youngsters ages 2-15. The cataloger plans to gradually increase the price points by introducing some designer brands. La Redoute is trying the same strategy with its mainline apparel catalog, increasing average price points by $5-$10.
But Redoute is proceeding cautiously. “We’re not looking to shock customers with price increases,” Essoka says. “The more expensive items will only be extensions of our offerings.”