Kardashians to Launch Brand in Dorothy Perkins

The Kardashians are set to bring their fashion empire over to the UK through Sir Philip Green’s, Arcadia.

Kim, Kourtney and Khloé Kardashian are launching Kardashian Kollection this autumn in 13 countries from the U.K. to Turkey to Kuwait to Singapore. The line will be concessioned in Dorothy Perkins stores in the U.K. and on the high-street retailer’s Web site. BHS also will open eight shop-in-shops for it. Franchise stores in Thailand, Israel, Qatar, Malaysia, Bahrain, Saudi Arabia, the United Arab Emirates, Indonesia and the Philippines will also hold the brand

Already licensed to Jupi in the states, Bruno Schiavi, Jupi’s founder and president, is banking on the commercial formula derived from the Kardashians’ fame and retail prices that are capped at $100.

“Retail is tough everywhere,” he said. “The consumer is savvy. You have to be price-driven. Customers always want a variety. It’s about providing the whole package to the consumer, not about the garment.”

According to WWD the brand was personally approved by Green, owner of U.K.-based Arcadia Group, who’s stores include Topshop and Miss Selfridge

“Having reviewed the product with Bruno and the team a few weeks ago, I felt that there was an excellent fit for Dorothy Perkins,” Green said. “I believe our customers will love the fashion looks, they passionately follow celebrity lifestyle, and the Kardashian sisters rank top when it comes to whom they relate to in the fashion stakes.”

What do you think of the Kardashians latest attempt at world domination?

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