French Cashmere Brand Kujten Sets Sights on American Market with Madison Avenue Flagship
Kujten, the renowned French cashmere brand, is making a significant leap across the Atlantic, setting its sights on the American market following its successful expansion throughout Europe. The label, celebrated for its delicate, effortlessly premium offerings, is poised to open its inaugural U.S. store on September 9th, located at the prestigious 831 Madison Avenue in New York City.
This strategic move represents a substantial investment for Kujten, founded in 2012 by Carole Benaroya and Stéphanie Eriksson. The 200-square-meter space in an upscale Manhattan neighborhood, previously home to high-end women's label Akris, is envisioned as a "true flagship," according to CEO Carole Benaroya. She emphasized the brand's meticulous approach, stating, "We took our time before launching in New York. We analyzed two years of customer data and observed the market cautiously... We decided to stick to our plan and not let customs barriers hold us back. And to do it big, so as not to regret anything."
Kujten's expansion into the U.S. is driven by a clear ambition to enhance its visibility within a high-potential market, particularly through online channels. The American market already contributes a remarkable 20% of the brand's online sales. Carole Benaroya highlighted the critical importance of an omnichannel strategy: "We're not looking to create a network of boutiques, but to combine premium retail and online to maximize our presence and desirability." The brand anticipates opening a select handful of additional stores across the U.S. in the coming years.
The brand, whose name is inspired by Mongolia's highest peak – the origin of the fine cashmere wool for its garments – is confident it can attract affluent American customers, even amidst the challenges posed by substantial customs duties on its Asian-sourced products. Kujten remains steadfast to its core identity, offering exquisite 100% cashmere two-thread sweaters, priced from 175 to 365 euros, alongside dedicated men's and children's collections and accessories. While cashmere remains the brand's heart, its offering has expanded to include items like stockings, jeans, and linen or cotton blouses, designed to create comprehensive and stylish looks.
Kujten has experienced accelerated growth recently, both in product development and sales, bolstered by the strategic involvement of investors last year. This momentum has led to a robust network of approximately fifty points of sale covering the French market, alongside a significant international presence. The brand's European footprint spans around 50 outlets, including strategic locations in Brussels, Antwerp, Knokke, Luxembourg, Geneva, Madrid, and London.
A prime example of Kujten's successful international strategy is its three stores in the British capital, situated in Kings Road, Marylebone, and South Molton. These locations play a pivotal role in the brand's visibility and customer engagement, drawing both international tourists and customers from across England. Financially, Kujten reported impressive sales of 60 million euros for 2024, with 40% generated online. The overall sales distribution stood at 60% retail and 20% wholesale and digital channels.
Looking ahead, Carole Benaroya indicated a strong performance in the first half of the year with a 30% increase in sales. For the full 2025 financial year, Kujten is targeting organic growth of a similar magnitude. This ambitious target will be fueled by significant marketing investments, the redesign of seven existing boutiques, and the introduction of an upscale offering, featuring exclusive pieces priced up to 1,500 euros, complementing its established range. Benaroya underscored the brand's refined vision, stating, "We're aiming to reach a clientele that loves beautiful things, and to become true specialists in luxury cashmere."
