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Porsche Design enters the women’s handbag category with the new TwinBag |
German luxury goods specialist Porsche Design Group has posted continued growth in 2012 with a +45% jump in full-year sales.
Sales for the luxury brand’s franchising business surged by more than +52% in comparison with the previous year, while its own retail operations recorded growth of around +94%.
The Porsche Driver’s Selection vehicle-focused brand also performed very positively in the year-on-year comparison, according to the firm.
Across all business segments, in the last financial year the Porsche Design Group’s turnover rose by more than +45% to €116.2 million.
“Over the last financial year, our Porsche Design luxury brand has once again proven the strong international demand for German luxury goods,” said Porsche Design Group CEO Juergen Gessler.
“We are particularly pleased with the development of our fashion collection. This still relatively new area already accounts for the largest proportion of sales in our retail business. We were also very pleased with the performance of the P’9981 smartphone, developed in co-operation with BlackBerry, which contributed to this strong growth.”
Focus on women’s products in 2013
Gessler also signalled an increased focus on women’s products in 2013, with the debut of the brand’s first women’s handbag in Porsche Design stores this month.
“In the new financial year, we are focusing in particular on the target group of women,” he said. “Although Porsche Design has always had a women’s range, it has never been quite so comprehensive as in 2013.
“The launch of our first women’s handbag represents a clear initial step: the Porsche Design TwinBag made its world debut in our stores on 1 March 2013.”
First monobrand store opens in China
Porsche Design Group is continuing its expansion into new markets, with the opening of a store in China.
“We are also entering new markets, with the opening of the first stores in our own retail network in China,” noted Gessler.
In the 2012 financial year, the company also opened its own shops in Munich, Berlin and Hong Kong. Many new franchise stores, including in Istanbul, Abu Dhabi, Toronto, Salt Lake City and Houston as well as Mexico City, have further strengthened global distribution.
Enthused Gessler: “We are very proud of the strong and growing demand for our philosophy over the last 40 years. Consumers are placing increasing importance on durability and sustainability. We are pleased to note that this view is shared by our partners, in addition to our customers and ourselves.
“For example, in 2012, Porsche Design was singled out by Harrods department store [in London] for two distinctions – the Exclusive Launch Award and the Sales Density Award, based on the highest sales recorded per square metre.
“Within the space of a year, we have worked our way up to become the most successful brand in Harrods.”
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