Erevan rethinks strategy with expanded offering and multiple projects

Fashion Network

7 days ago

After a dazzling start, Erevan is consolidating its position by rethinking its strategy. Founded in Saint-Tropez in 2021 by Evan Morello-Boghossian, the women's and men's ready-to-wear and fragrance brand has multiplied its projects in recent months, reorganizing in depth. It has redefined its silhouette, enriched its offer with knitwear and leather goods, moved production to Italy, relocated to new premises in Paris, and is preparing to open a boutique in Courchevel.
First and foremost, the company has refocused on its fundamentals, namely creation. The factory opened last year in Pantin, on the outskirts of Paris, where it also produced for other houses such as Patou and Charles de Vilmorin, was closed at the beginning of the year. It now relies on a network of Italian craftsmen and workshops between Treviso and Mestre, in the Veneto region, led by a former Bottega Veneta product manager. "He handles all product development and production follow-up in Italy," said Morello-Boghossian.
This link with Italy has enabled Erevan to diversify, with, among other things, a line of leather pieces. The label offers, for example, a Camargue jacket in grained nubuck or another with four pleated leather pockets inspired by Matisse paintings.
"The wardrobe is expanding, but always in keeping with Erevan's codes, with a casual yet refined feel in terms of materials, structures, and volumes," stressed the entrepreneurial designer.
The company has also launched a collection of evening shirts and, over the past year, has developed a line of sweaters and knitwear in fox fur and cashmere. The range also includes Alpaca jackets made in Peru, small combed-hair jackets, more structured cardigan-vests, and cashmere polo shirts. Another project is the launch of a hat designed with master milliner Sébastien Tessier.
These new product categories have led Erevan to redefine its silhouette. The sunny elegance and slightly vintage aesthetic of the early days, inspired by the nautical world with a French Riviera spirit mixed with military influences, remains. But the emphasis is now on a slightly rockier style designed for "a dandy with no hang-ups," like "Mick Jagger in Saint-Tropez." In the colors, patterns, and lightness of the cuts, one also finds the spirit of the New Wave films of the 1960s-70s.
From transparent shirts in devoured volumes to pleated silk shirts, embroidered shirts, and loose-fitting artist shirts in white cotton, shirts take the lion's share of the spotlight, available in a variety of fabrics and models, all in comfort and fluidity.
Japanese featherweight cottons with a silky touch are particularly popular. There's no shortage of strong pieces, like this tapestry jacket woven in Japan, these striped canvas pants with openwork embroidery details, or this black officer's overshirt with white embroidery.
"The average shopping basket has risen from 350 euros in 2021 to 1,000 euros. Today, we sell a silhouette, whereas before, customers would come looking for pieces. Sales have continued to grow, and now stand at around 1.3 million euros. We now have around fifteen retailers, including Tomorrowland in Japan and Handsome in South Korea," continued Morello-Boghossian.
The brand is also sold via its own e-commerce site and boutique in Saint-Tropez.
"Distribution is concentrated on prestige brands around the world. After Japan and Korea, where our partners have successfully established the brand, we are targeting New York and Paris," he added.
As for the direct sales network, the strategy is now to target exclusive destinations. The Paris address on Rue des Saints-Pères was closed at the end of 2024. The brand prefers to concentrate on a new opening in Courchevel, scheduled for December: a 50-square-meter space in the heart of the town, on Rue de l'Eglise. The interior, designed by interior architect Lika Korsounskaya, features a yachting universe transposed to the mountains, with exotic woodwork, metal, and light effects. Another destination under consideration is Saint Barthélémy in the Caribbean.
As for fragrances, Erevan has continued to develop its collection, which is sold in its boutiques and at Printemps. It now includes ten fragrances, including the two new ones "Bonjour" and "Bonsoir." The company, which employs a dozen people with an average age of 25, is as dynamic as ever. It has just moved to new premises in Paris, on Rue du Pré aux Clercs, in the very chic 7th arrondissement, where it has installed a photo studio in addition to its offices and showroom.