Created in 2016 in Paris by Géraldine Guyot and Laetitia Lumbroso, DESTREE is a women's ready-to-wear and accessories brand. In a few years, it has established itself on the international scene from Paris to New York and aims to launch in China and Japan in 2023.

Architectural, colorful and unique, DESTREE pieces draw their inspiration from contemporary art. " Coming from this universe, Géraldine Guyot creates unique products that catch the eye. says Laetitia Lumbroso, co-founder and CEO of DESTREE. A real asset according to this former collection director at Dior for whom “ the important thing in fashion is to bring a different point of view. »

“The Japanese love French creativity and know-how”

Right from the start, DESTREE made a name for itself on the fashion market by launching a collection of hats, which quickly allowed it to enter the Bon Marché in Paris and be sold as far away as Tokyo. " The Japanese love French creativity and know-how and are always on the lookout for new. “, explains Laetitia Lumbroso. The young brand quickly added leather goods to its production, then jewelry and finally ready-to-wear.

Positioned as a designer brand, DESTREE manufactures its pieces in Portugal, Italy and Spain. The jewels are produced in Paris. Since this year, the United States has become the brand's leading market in both BtoB and BtoC. " Géraldine Guyot's move to New York and the work of the Karla Otto press agency enabled us to sign major contracts with department stores Americans like Saks 5th Avenue and Nordstrom » . A great strike force in terms of images for the young French brand.

Heading to China for DESTREE

But DESTREE thinks big. Backed by the Sequoia Capital China investment fund, the brand raised several million euros in funds last April, from exclusively female investors. Among them, well-known personalities from the world of business, fashion and artistic creation such as the editor-in-chief of Vogue China Angelica Cheung, the singers Beyoncé and Rihanna or the actress Jessica Alba.

With this funding round DESTREE plans in particular to launch the brand in China in 2023. To develop in this new country, an online store on Tmall, the largest Chinese e-commerce site, will be created. " The majority of sales come from online. “, explains Laetitia Lumbroso. The organization of pop-ups in shops and corners in department stores, marketing and the purchase of advertising on Chinese platforms will increase brand awareness in the middle empire.

To carry out this project, DESTREE was able to recruit an experienced team to continue the deployment of the brand. At the same time, it set about opening a boutique on rue du 29 Juillet in the XNUMXst arrondissement in Paris, fitting out a corner at Bon Marché and setting up a shop-in-shop at Printemps de Doha in Qatar.