As it prepares to celebrate its 50th anniversary, the Spanish womenswear brand Yerse opens its first showrooms in the cities of Los Angeles and Dallas.
Yerse has set out to conquer the US market, entering the states of California and Texas. The women’s knitwear specialist now has two showrooms in Los Angeles and Dallas, and aims to reach a total of five in the course of 2014, covering the whole country from coast to coast.
Yerse currently has three shops of its own (Madrid, Barcelona and Sabadell) and 500 PoS in Spain plus 800 more abroad. Now it is looking to other markets like Canada and South America, Australia, Japan, Korea and Scandinavia, where it expects to grow through multi-brand retailers and shop-in-shops.
Yerse’s origins date back to 1964 but the brand has recently repositioned itself towards a younger consumer and a more casual style. In 2014, it will celebrate its 50th anniversary with a packed schedule full of surprises.
The programme will kick off with the presentation of its collection “Own Heritage” at a catwalk at the Mercat del Born Centre Cultural, as part of the Autumn-Winter 2014/15 080 Barcelona Fashion (27-31 January, 2014).