Bendel's And Swarovski Unite

Filed Under: Collection's Bureau

After announcing in April that they're sticking to accessories, beauty, and gifts, Henri Bendel has found a new way to make their line of accessories even more enticing for their customers.

The luxe-retailer has paired with Swarovski crystals to create a co-branded accessories collection available for purchase on 5th Avenue, as well as 10 other Bendel's locations.

Ed Bucciarelli, president and CEO of Bendel's, said:

"Our girl loves bling and shine and shimmer… We're developing our own brand and we wanted a segment of the brand to be about shine and sparkle. We are clearly going after businesses within our brand that have to do with sparkle, such as jewelry and other areas. Swarovski-enhanced product is approaching 15 percent of the total, which is significant…. Crystals make products more valuable. Our customers are very value-conscious. A light goes off in their heads that says, 'This is Swarovski crystal.'"

The collection is comprised of 100 items, including an Italian nappa leather handbag with chain inlay quilting and Crystallized-Swarovski details, a crystal encrusted bottle stopper, a dog collar, handbags, debutante rings, compacts, Christmas ornaments and Deos ear buds, amongst other things.

The collection “has performed way beyond our expectations,” Bucciarelli said. “There’s a willingness on both our parts to continue. There’s very little promotional activity right now and that’s how we believe our brand should be behaving.”

[Image courtesy of Henri Bendel.]

Posted: December 29, 2009 at 11:30 am