Hong Kong-based phone cases and electronic accessories brand Casetify is settling into its first physical retail location in Paris at the shops at Carrousel du Louvre, a stone’s throw from Pyramide du Louvre—one entrance to the iconic museum housing the Mona Lisa—and close to the bustling Châtelet -Les Halles shopping district.
Casetify’s decision to establish a flagship store in a high-art location of the city was deliberate. David Siu who leads global retail strategy at Casetify said the brand had a deep appreciation for art and design.
He told me: “The company prides itself on empowering self-expression through customizable phone cases and we recognize the inherent synergy between those values and the cultural significance of the Louvre, one of the world’s most renowned art museums.”
Doubling down on that conviction, the company has launched an exclusive new drop of its Louvre x Casetify collection at the 530-square-foot store. Called the Monochrome Masterpieces, it features iconic Louvre artworks reimagined in monochrome palettes. Pricing is between €36 and €115 ($39 to $125).
The company, best known for its ‘Impact Case’, decided that the opportunity to be situated within the setting of the Louvre could not be passed up. While some might scoff at a phone-case maker residing in the Carrousel du Louvre, Casetify has, for many years, had associations with artists, and is now reinforcing its brand identity while engaging directly with an international audience in the heart of Paris.
Siu said: “Carrousel du Louvre’s status as a world-famous art destination underscores our own dedication to elevating the art of personal expression and custom-design capabilities that empower customers to create their own masterpieces.”
A second store on the horizon
Casetify is known for its customization prowess—from colors to messaging—and its experiment with a physical store at Carrousel du Louvre is likely to be just the beginning of its offline adventure. Another new shop is already in the pipeline—also set for Paris—and slated to open by the fourth quarter of this year.
According to Siu, the brand’s ambition is to rapidly scale its offline retail footprint and solidify its position as a premium, design-led accessories brand. “The company continues to see great value in providing in-person interactions with its products and brand,” he added.
The July opening at Carrousel du Louvre was strategically timed for the busy summer season, and for the Olympic Games which opened last Friday to a very mixed reception. Ordinarily tourist footfall in the city would be strong, but due to the games and associated higher costs, many have stayed away so Casetify may have to wait to fully capitalize on its investment.
Online, Casetify offers a high degree of personalization and the new store will be no different. The company will stick to its made-to-order model, enabling customers to have customized design ready in as little as 30 minutes. It will target tech-savvy, design-conscious and art-loving consumers who are increasingly shopping for personalized accessories, both online and off.
Complementing an online presence
As of mid-July, Casetify operated almost 50 retail stores globally, with two located in Europe. Over the past three years, the company has seen strong sales growth through its online-only business in the region, hence the decision to land a physical store.
“While our online-only approach has served us well, we have also recognized the growing demand from our European customers for a more immersive physical experience. This has led us to strategically expand our retail footprint, with the opening of the first store inside a museum,” said Siu.
Globally in 2022, Casetify’s annual revenue topped $300 million, driven mainly by product innovation such as drop protection coupled with creative designs. By stepping up the physical store footprint, the company hopes to drive further revenue rises in the coming years.
The privately-held company, founded in 2011 by co-founders Wesley Ng and Ronald Yeung, has attracted investment from strategic partners and institutional investors over the years including a Hong Kong-based private equity firm C Capital. It took a substantial minority stake in the company in 2018 enabling the business to expand globally.
Read the full article here