Dive Brief:
- DTC luxury skiwear brand Perfect Moment opened a seasonal store on Nov. 20 at the Kitzbühel ski resort in Tirol, Austria, per a Monday news release. The brand is planning a number of special in-store events in an effort to connect with the local Austrian Alps community.
- The new store features the brand’s Autumn/Winter 2024 collection of ski and lifestyle apparel, including best-selling products like the Aurora Ski Pant and Polar Flare Jacket. The store was designed using metallic surfaces, translucent elements and red accents.
- Separately, Perfect Moment on Tuesday received a warning from the New York Stock Exchange that it was no longer in compliance with the market’s minimum stockholders equity requirements. Companies must have stockholders equity of at least $4 million if they’ve reported losses in three of the most recent four years, but Perfect Moment only had $2.7 million.
Dive Insight:
The Kitzbühel store opened on the heels of the brand’s first seasonal store in the SoHo area of New York City this past October. Perfect Moment operates a third seasonal location that opened in late October at Bicester Village on the outskirts of Bicester, England.
“The opening of our new store in this awe-inspiring location follows our success in other high-end retail markets,” Jane Gottschalk, Perfect Moment co-founder and creative director, said in a statement. “It furthers our exploration of establishing physical retail locations at select luxury destinations — particularly locations that embody our love for skiing and the alpine lifestyle.”
In the past, the company has cited its success with major retail partners as the inspiration for it to open its own stores. The strategy follows a trend set by a number of brands that have opened up stores and diversified their selling platforms over the years. Perfect Moment is available online and at such retailers as MyTheresa, Net-a-Porter, Harrods, Selfridges, Saks, Bergdorf Goodman and Neiman Marcus.
Based in London, Perfect Moment went public in February of this year and is already facing delisting. The brand has until Jan. 10 to submit a plan to regain compliance, which it intends to do, and until June 11 of 2026 to meet the stock exchange’s listing standards.
In addition to stores and an IPO, Perfect Moment’s recent expansion efforts have included a new service for customers to repair their branded products. In December, the brand announced a partnership with United Repair Centre to offer a repair service for Perfect Moment customers, allowing them to bring in old garments for replacement zippers, poppers and patching. The service is available to European customers.
Perfect Moment was founded in 1984 by extreme sports filmmaker and professional skier Thierry Donard. The brand was sold in 2010 to British entrepreneurs Jane and Max Gottschalk, who relaunched it in 2012 with an enhanced fit and attention to both the sport and luxury fashion.
