Calvin Klein brand is launching a new store concept called “Chalk.” While the Hong Kong and Milan flagships do not currently feature this concept, it will gradually be introduced in major cities. The next European implementation will take place in Hamburg.
“Chalk” reaffirms the brand’s modern, minimalist, and sensual design codes. Drawing inspiration from Calvin Klein’s aesthetic, the store plays with textures and shapes. Stainless steel surfaces contrast with wooden elements, minimalist furniture, and soft lighting. Inviting fitting rooms are enhanced with Douglas Fir wood, textured carpets, and subdued lighting for a comfortable fitting experience.
The store features various brand lines, including a selection of Calvin Klein Paris-branded t-shirts and ready-to-wear items. “Chalk” is also expected to host future projects. The new collection developed by recently recruited artistic director Veronica Leoni will be available in 2025. Since the end of the collaboration with Raf Simons six years ago, the brand has not had an official artistic director.
While PVH Group has not disclosed the investment amount dedicated to this flagship opening or detailed future worldwide openings, this launch makes a significant statement. In several European markets, Calvin Klein has been less visible than the group’s other leading brand, Tommy Hilfiger. With this new concept and flagship, it appears that Stefan Larsson, the CEO of the American giant, is investing in revitalizing Calvin Klein’s prominence and coherence in Europe.
For its fiscal year 2023, ending on February 4, 2024, Calvin Klein reported revenues of $3.91 billion (€3.61 billion), a slight increase from $3.78 billion in the previous year. Outside North America, its activity grew from $2.35 billion to $2.59 billion.
