Anine Bing, the Danish fashion brand co-founded by Anine Bing and Nicolai Bing in 2012, is embarking on an exciting journey of global expansion. Known for its “timeless” soft tailoring and Scandinavian simplicity, the brand has carved a niche in the accessible luxury market. To celebrate this milestone, Anine Bing has launched a campaign featuring renowned model Irina Shayk. Looking ahead to 2022, the brand has set ambitious goals, including doubling its number of stores to 20, increasing global revenue by 40%, and entering the Chinese market.
Despite the numerous challenges posed by the Covid-19 pandemic, Anine Bing has proven to be resilient. When physical stores had to shut down, the brand swiftly adapted by embracing digital clienteling. As a result, not only did Anine Bing manage to regain its pre-pandemic levels, but it also achieved an astounding 40% growth in 2021. Presently, half of the brand’s revenue is derived from the US, while the EU accounts for 40%, and the remaining 10% comes from the rest of the world. Recognizing the tremendous potential of the Chinese market, Anine Bing has already witnessed impressive results through its direct e-commerce website and small-scale wholesale presence in the country.
To facilitate its entry into China, Anine Bing has devised a comprehensive strategy that involves leveraging the power of social media and collaborating with local influencers, known as key opinion leaders (KOLs) and key opinion consumers (KOCs). The brand intends to utilize popular Chinese social channels like Little Red Book, Weibo, and WeChat to implement a robust seeding program. Additionally, Anine Bing plans to broaden its physical presence beyond digital platforms by exploring partnerships and pop-up opportunities in China, with long-term plans to establish retail stores.
Anine Bing also sees immense potential for physical retail in its existing markets. The brand strongly believes that its customers highly value the tangible shopping experience. As a result, careful expansion of its retail footprint is a key focus for the brand. With ten standalone stores currently located in the US, Australia, UK, France, and Germany, Anine Bing will prioritize expansion efforts in the US and Europe, particularly targeting downtown city centers and suburban areas. In the UK, Anine Bing already boasts a store in Mayfair and will soon be opening a new store in Chelsea on March 18. Although the brand hasn’t disclosed specific sales targets, it aims to achieve its first annual million in the UK market.
To support its growth plans, Anine Bing is making substantial investments in marketing. The brand has garnered a global following by collaborating with notable figures such as model and photographer Helena Christensen and the late photographer Terry O’Neill. Recently, Anine Bing announced that model Irina Shayk will be the face of the brand for 2022. This collaboration will coincide with the relaunch of Anine Bing’s Classics collection and the introduction of its first Resort collection.
Anine Bing’s previous campaigns have already shown their remarkable impact. For instance, the launch of the Nico bag, a shoulder bag named after Bing’s husband, sold out within 24 hours and generated a staggering waitlist of 5000 customers. The brand firmly believes that it has successfully established its voice in the accessible luxury space and is well on its way to becoming a prominent fashion house in the modern era.
With its global aspirations, strong digital presence, strategic market entries, and emphasis on physical retail, Anine Bing is positioning itself for sustained success in the competitive fashion industry.
Useful links:
Anine Bing Official Website
Anine Bing on Instagram
