Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
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r e t a i l i n g t o d a y growing joy designer apparel brand joie is opening more of its own stores By Kimberly Pfaff Tchang J oie has managed to build quite a cult following among affluent women passionate about its flirty blouses and elegant basics rendered in upscale silks and cashmeres. and a designer pedigree has done the los angeles–based chain, launched in 2001, no harm: serge azria (brother to max azria, of bCbg fame), creative force behind denim brand Current/elliott, bought Joie in 2007. since then, azria has Joie running on the fast track. having introduced the line into many upscale stores, including bloomingdale's and barneys, he unveiled the concept's first standalone store in 2011, on new York City's upper east side. today there are three boutiques in new York City and three in California. the company declined requests for an interview, but reports indicate it has plans to open as many as 15 stores this year. meanwhile, azria has expanded the line, adding shoes, handbags, jewelry and even a fragrance, Folle de Joie. today nonapparel items account for 10 to 15 percent of the company's sales, according to published reports. "i like the brand and think they have expansion potential, especially through stores," said lisle davies, managing director of the new York City–based grayson Co. retail consulting firm. "they fit very nicely into this category of contemporary that has emerged," she said. davies cites Rebecca taylor, theory and Vince among the brands in that category. "What's particularly great for Joie is that it's accessible luxury, so people with higher incomes can maybe trade down from luxury brands, and yet it's accessible for a broader audience." that may be true, but first it might be good to know how to pronounce the name: Joie, French for joy, is pronounced "jshwa," and not "joey," as it appears in english. "i think from the company's vantage point, it's chic, it's hip, it's what plays into their allure 96 SCt / m a y 2 0 1 3 of being French," said Katherine toll, executive consultant at the Parker avery group, an atlanta-based boutique strategy and management consulting firm. "and you're in the 'in' crowd if you know the pronunciation." to be sure, consumers are also among the "in" crowd if they can afford to pay premium prices for Joie's signature, unstructured knit tops and separates. Prices in the main line range from $150 for tops and $300 for shorts to between $800 and $1,000 for dresses and outerwear. the more casual soft Joie line of relaxed t-shirts, sweaters and dresses is priced mainly from $50 to $100. the consumer for this product line is certainly