Viktor & Rolf boosted by Staff International

Under the banner of Staff International (OTB Group) since 2008, the Viktor & Rolf label has launched multiple projects. The programme now includes a flagship store in Paris and the launch of a collection of spectacle frames and sunglasses.

The opening of the creative duo’s Paris flagship store - Viktor Horsting and Rolf Snoeren, alias Viktor & Rolf - is hotly anticipated and should be one of the highlights of the forthcoming Paris Fashion Week (24 September to 2 October). It must be said that after the Milan flagship store that opened in 2005 and closed in 2008, fans have missed having one. With the takeover of the Dutch label in 2008 by Only the Brave (OTB), Renzo Rosso’s Italian holding company, the projects are back on track after the trade mark was restructured.

Duo makes comeback

So, after a comeback in the Haute Couture Designer Fashion calendar in April 2013 (after an absence of 13 years), autumn brings the opening of a Paris flagship store with a prestigious address at 370 Rue Saint-Honoré. The new location consists of about 500m2 of floor space spread over two floors and will offer ready-to-wear collections, fine leather goods, shoes, accessories, spectacles and perfumes for men and women. In other words, it contains the entire world of Viktor & Rolf. The layout was designed by Pierre Beucler and Jean-Christophe Poggioli of architecture firm Architecture & Associés. At home in the luxury fashion world, the firm has already completed the Yohji Yamamoto and Comme des Garçons boutique stores in Paris as well as the Christian Dior Omotesando store in Tokyo.

The other new item to arrive in spring 2014 is the launch of a first collection of spectacles and sunglasses produced with the Paget Group (based in the Jura region) which already produces glasses for brands like Georges Rech and Inès de la Fressange. Named Viktor & Rolf Vision, the range is geared towards the European market and will offer about 25 models for women and men (store prices range from 185 to 240 euros), including the famous spectacles worn by Viktor Horsting and Rolf Snoeren themselves. Viktor & Rolf Vision will be presented at the next Silmo optical fair in Paris, which will take place from 26 to 29 September 2013.

And Staff International (OTB Group), which now owns the label, is already anticipating strong results. It is banking on international and diversified names, with its portfolio including the design and development licenses for six brands including Viktor & Rolf, Maison Martin Margiela (ready-to-wear, fine leather goods, shoes, and accessories for men and women), MM6 (ready-to-wear, fine leather goods, shoes, and accessories for women), Dsquared2 (ready-to-wear for men and women) and Just Cavalli (ready-to-wear, fine leather goods, shoes, and accessories for men and women).

While Staff International ended the 2012 financial year with a consolidated turnover of 300 million euros, 80 percent of which was generated abroad, it is already counting on a double digit increase for the 2013 financial year. With 120 stores worldwide, including franchises and directly owned stores, the Group is opening 37 new stores in 2013, including the Viktor & Rolf store.

Text: Celine Vautard
Photos: Viktor Horsting and Ralph Snoering by Philip Riches
Couture show V&R A/W 2013