Kate Spade Plans Saturday Expansion

By: Jul. 24, 2013
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Kate Spade Saturday may expand its reach beyond it's "older sister" brand, Kate Spade New York, which currently boasts 80 units in the U.S. and 100 overseas.

"We have big plans for this brand," said Kyle Andrew, senior vice president and brand director of Kate Spade Saturday. "This is a much more accessible line. That's why we see so much potential. It can be in a lot more places than Kate Spade can be. [Kate Spade] has to stay at a certain level and maintain an image. We can go a lot broader."

The Kate Spade Saturday label is priced about 50% below the Kate Spade New York label. Saturday features is a multicategory brand featuring brightly colored dresses, jackets, denim, T-shirts, sweaters and swimwear, as well as accessories like handbags, jewelry, footwear and eyewear. There are also beauty offerings and home decor.

Kate Spade Saturday will open a 3,000-square-foot store at this fall at 152 Spring Street in SoHo in New York City. The store is adjacent to the site of a former Kate Spade Saturday pop-up at number 154. The brand, which launched in March, is already looking for more Manhattan locations and West Coast spots and continues to open more stores in Japan.

On June 8 the brand unveiled four pop-up shops with eBay touchscreens and payment processing by PayPal that closed on July 7. The Gansevoort Street location saw "a high level of engagement." On Friday, it reopened with an apparel focus for four months. "We heard a lot from customers who wanted to try [products] on," Andrew said.

The brand plans to open street locations and mall units. "We're trying to continue to be innovative," Andrew said. "We may do something with a kiosk idea in some places. We don't want to be limited to traditional retail. We have a lot of ideas. We're saying, 'Where does she live, where is she hanging out? Let's go there.'"

In Japan, Kate Spade Saturday will open its sixth store in the fall with more units planned for next year. "The brand resonates very well with the Japanese customer," Andrew said. "Kate Spade is loved and respected there. Asia is our focus because the brand is so strong there." Andrew said the brand will also enter Europe.



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