Jimmy Choo creative directors, Sandra Choi and Simon Holloway, recently spoke a bit about the luxury shoe brand. This is especially interesting as Tamara Mellon, the chief creative officer, who founded the label in 1996 with shoemaker Jimmy Choo (Choo himself left the brand in 2001), and CEO Joshua Shulman abruptly left the company last year. Their departure followed the company's acquisition by Swiss company Labelux for a reported £549 million in May 2011. However, things seem to be looking up at Jimmy Choo.
They have a new CEO: Pierre Denis, former-CEO of John Galliano SA, and managing director for Christian Dior Couture in Asia, Europe, the Middle East and India. The company also enlisted famed photographer, Terry Richardson, to shoot its autumn/winter 2012 campaign. When asked about potential expansion of the brand, Simon Holloway had a fairly obvious and yet, really good answer:
"For the moment, the concentration is definitely on our core, on building our beauty portfolio a little more and developing our men's shoe collection. These are very new categories, so we don't want to do too much too soon." With so many opportunities to expand, designers should always keep their brand's core DNA in mind and resist the urge to expand too quickly.