Why Bardot is relaunching exclusively as an online retailer

Posted: 6 May 2020 9:36 am
News

Three women in Bardot dresses

After falling into voluntary administration late last year, the massive fashion label is set to return as an online-only model.

Womens fashion brand Bardot was one of many businesses to fall into administration last year, citing increased competition and a "challenging" domestic market as the reason behind its collapse.

In what has become an increasingly common theme, the brick and mortar side of the business began to struggle as ever more consumers made the switch to online shopping. Now though, following a re-purchase of the brand by the label's original founders, Bardot has announced that it will be relaunching exclusively as an online store.

In a statement, Bardot CEO Basil Artemedes said, "We started in 1996 and grew to become a national retailer; now in 2020, the new business is focused on eCommerce and our partnerships with major fashion stores globally. Instead of retail stores, our new distribution focus will be centred on bardot.com."

Artemedes has said that the move to online will "liberate" the label and allow it to continue "without the constraints of managing a large retail network".

It has also given the brand a chance to get back to its roots, with Bardot's founder and creative director Carol Skoufis once again set to take the helm as head designer.

Skoufis has said that she intends to take Bardot back to "its original DNA" by focusing on "creating timeless pieces that stay in your wardrobe forever".

There will also be a push to make the label more sustainable, with the company now looking to use more bio-based materials and recycling fabric for its designs.

Bardot's kids range, Bardot Junior, is also set to move its entire collection online as part of the restructure.

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The move to pure play follows similar attempts in the past by stores like Dick Smith, which relaunched as online-only after being bought out by Kogan.

Electronics giant Bose also made a shock announcement back in January that it was closing physical stores across Australia, North America, Europe and Japan. The brand has now moved to an online-focused business model to adjust to a "dramatic shift to online shopping".

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