Toronto welcomes Thomas Sabo concept store

by eyetee | February 22, 2011 12:00 am

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A change in Canada’s jewellery landscape toward branded product is one of the driving forces behind the opening of a new Thomas Sabo concept store in Toronto’s Yorkdale Shopping Centre.

In an exclusive interview with Jewellery Business, Thomas Sabo chief executive officer (CEO) Bernd Stadlwieser said Canadian consumers have gained an appetite for branded jewellery, bringing them more in line with shoppers in brand-heavy markets like the United States and Europe.

“When we came to Canada three years ago, we noticed this change in the market,” said Stadlwieser while visiting the Yorkdale location. “This surprised me since it was so close to the United States, which is so brand-orientated. But things are changing very fast.”

The 72-m² Yorkdale store—which opens its doors in early April—will be joined by another location in Vancouver in August. Thomas Sabo already operates stores in Edmonton and Montreal.

The announcement of the store’s opening coincides with the naming of pop star Katy Perry as an exclusive global brand ambassador for Thomas Sabo jewellery and watches. Stadlwieser says Perry is a perfect fit for the brand.

“We think she is one of those people who is versatile,” he notes. “She can be a disco queen or a sophisticated lady. She can become different characters.” A new print and online advertising campaign featuring Perry will begin running next month. In-store materials will also feature the singer.

Part of the decision behind signing on Perry is her ability to represent different design aspects of the Thomas Sabo brand, which plays into the company’s approach to creating jewellery. Stadlwieser says the company is often asked to design specific styles for certain markets. However, he notes taste in jewellery, like fashion, is becoming global, with things like the Internet making it difficult to target specific markets. The key, he says, is to design jewellery that appeals to a wide audience and build brand recognition.

While Stadlwieser says diversifying into products like watches is natural for jewellery designers, the overall aim is to maximize consumer exposure to create a following. “Everybody tries to use retail space and the talents they have to offer interesting and sexy products to consumers,” he says. Although he notes Thomas Sabo is presently concentrating on other aspects of its business, success with its signature fragrance has the company considering placing it in perfume and cosmetics stores, like Sephora. The test will be whether brand recognition translates beyond a jewellery retail environment.

While global distribution, particularly into China, Singapore, Hong Kong, and Japan, is the top priority for many companies, including Thomas Sabo, understanding the nuances of the retail market in certain countries is critical to successfully introducing a brand. Stadlwieser notes that in markets like China, the classic distribution channel of setting up a dealer base is not an option. “It exists for watches, but not for jewellery,” he explains. “If you want to do business in China or Singapore, you have to open a concept store.”

While the United States remains the market of choice for many jewellery suppliers, Stadlwieser says the company is focusing its efforts north of the border. Philippe Hazan, managing director and CEO of Thomas Sabo’s Canadian distributor, TSMI, says the key to managing a successful distribution network is working with suppliers who are equally driven. “Delivery, stock, marketing. This is all a huge added-value for us,” Hazan notes, adding more concept stores in Toronto and one in Calgary and downtown Montreal are also in the works.

Source URL: https://www.jewellerybusiness.com/news/toronto-welcomes-thomas-sabo-concept-store/

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