Saturday, August 4, 2012

Burberry opens in Sweden

By Agnes Baltsa


The quintessential luxury group has been in the spotlight for weeks, under speculations of being targeted by the luxury conglomerate PPR which already own the nine fashions gathered within the Gucci Group (Gucci, Bottega Veneta, Yves Saint Laurent, Alexander McQueen, Balenciaga, Bedat & Co., Boucheron, Sergio Rossi and Stella McCartney)."There have been reports that PPR was close to an agreement with Steinhoff to sell Conforama," summed up for Business week Peter Farren, an analyst at Bryan Garnier. "That would fuel speculation on Burberry." PPR is in talks with "various" investors about the sale of its Conforama unit, including Steinhoff International Holdings Ltd., Africa's largest furniture maker, PPR said early this month. Conforama, France's second-largest furniture retailer has been valued by Sanford C. Bernstein analysts at about 1.3 billion euros ($1.72 billion).

The lack of pretence made it a show of desirable separates that without doubt will satisfy Burberry's core customer and appeal to new customers the company hopes to reach with its ferocious global networking campaign. What struck odd was the heavy weighted feeling of the collection, with knitwear and outerwear shown as the most predominant looks. Surely a catwalk collection is about creating a mood, and as romantic as it was, with Jeff Beck singing "I put a spell on you" over the speakers, a lighter touch would not have gone amiss.

As published in international trade media, the PPR have been mentioned as predators but PPR denied it is interested through an official statement last Friday: "Burberry is a very beautiful brand, but it does not match the selection criteria for our luxury portfolio..." made clear PPR spokeswoman Charlotte Judet. Burberry's shares closed down at £11.08 on Friday.

Speculations rocketed after head of PPR; Francois-Henri Pinault admitted the group is looking to buy another brand, perhaps early next year. Some market analysts have speculated that Burberry isn't an ideal choice for the group as another fashion brand would "cannibalize" customers from the Gucci group's existing brands which appeal to exactly the same consumers. On the other hand, UK-based analysts argue that in the current market PPR wouldn't necessarily be able to afford Burberry anyway. In this sense, analysts at JPMorgan pointed out how "Burberry is simply way too big for PPR - it would need to sell all of its retail assets and its CFAO minority [African distribution arm] to come anywhere close to Burberry's current enterprise value."

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