Custo Barcelona key developments

It’s going to be a busy year for Custo Barcelona, the Spanish label founded, in the late 80’s, by brothers Custo and David Dalmau, inspired by a worldwide motorcyle trip they had taken. The label is being re-launched in the UK after a 4 year absence to

mark their 30th year anniversary and this will coincide with a new diffusion line start up named Custo line and a new London stand alone store.

The UK currently accounts for less than 5% of Custo Barcelona’s global turnover but the brand is looking to build on this by expanding its wholesale stockist base. It has also recently opened its first flagship store on London’s chic Brompton Road – a 500m sq ft space – which looks set to be the first in a growth expansion plan throughout Britain.

Hugo Deane, UK distributor, acknowledges, ‘the UK as a fiercely competitive market,’ however one that Custo can well take on, ‘in essence there is a big lack in the UK market for younger, edgier women’s fashion.’ Hence why the label have coincided the UK re-launch with the new diffusion line, Custo Line. ‘Custo Line has such wide appeal. It can be worn by both youngsters and young mummies,’ continues Deane.

Custo Barcelona has successfully transcended its very Spanish centric flavour to show at New York fashion week with a strong following. With a psychedelic print based signature, for A/W design direction became more sophisticated as textured fabrics - wool, wool fringing, felt and graphic jacquards – got a lighter, distressed effect. Boho chic, oversized, over layering meets couture like techniques saw details such as chain stitching on seams and embroidered appliqué and logos. However, the trademark graphic colour explosion was still there and best translated on modern dresses worn with 3D style print leggings and oversized sweaters.

This core line targets modern, free spirited women from 25-40, whilst Custo Line, the new diffusion aims to attract 18-35 year old urban types. ‘Custo Line will take elements from the main line but with wider appeal - more jeans and casual, cotton garments. It sits really well with contemporary designers like Diesel and Miss Sixty,’ notes Deane and ‘wholesale price points are really accessible at around £30.’

With now 80 shops and more than 3,000 point of sales around the world, and sales figures reaching 77million Euros in 2010, it looks set to be another strong notch on the Custo brand belt. ‘We already have key department stores – Harrods, House of Fraser – on board, but are looking to make online retailers a firm part of the Custo mix,’ concludes Deane. ‘Custo is so visual it works really well online.’