Chloé to discontinue See By Chloé

Richemont-owned brand Chloé is set to discontinue its See By Chloé line over the next three years.

The move is part of the brand’s efforts to strengthen Chloé's positioning as an upscale luxury label and to continue to drive the success of its main brand, according to WWD.

See By Chloé was inaugurated in 2001 by Phoebe Philo. Most recently, in 2019, Emily Harris took on the creative direction. Currently, it operates 19 stores in Japan, but it is mainly distributed via wholesale, particularly in Europe and the United States.

Meanwhile, Chloé has embrace a new purpose-driven business model under the design direction of Gabriela Hearst. Last month, she unveiled her third collection for the brand, which generated positive reviews.

In January, Richemont announced a strong Q3 — the three months ending December — with demand for jewellery and watches in particular driving sales in the Americas and Europe. It reported sales of €5.658 billion, a 32% constant currency rates (CCY) rise and up 35% at actual exchange rates.

The company said that its fashion and accessories maisons saw sales growth of 37% year-on-year CCY, or 40% at actual exchange rates, sustained by Chloé, Alaïa, Montblanc and Peter Millar.

Chloé to discontinue See By Chloé

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