The Cords & Co. opens stores in European capitals and USA

The master plan for The Cords & Co. is to make an instant impact as corduroy specialist, while gaining market share at the expense of denim labels. As reported in FashionNetwork a few months ago, the label founded by Swedish entrepreneur Mikael Söderlindh, the co-founder and former CEO of Happy Socks, is staging a large-scale launch at the end of summer 2017. The label has gone live with its e-store and at the same time opened its first two shops in Stockholm, before landing in France, the USA and the UK.

On 24th August, The Cords & Co. inaugurated its first two directly owned stores in Stockholm, the start of a series of six openings. The next three will take place in parallel on 31st August in Los Angeles (on Abbot Kinney Boulevard), London and Paris (in the Marais district), ahead of New York (SoHo) on 7th September.

In Paris, the mixed-gender label has settled for a small shop full of character at 104, rue du Temple. The 20 m2 store will showcase the label's men's and women's collection of corduroy-themed apparel, with trousers retailing on average for €140.

Mikael Söderlindh has taken on quite a challenge, which he will share with some multi-brand partners. Besides its own stores, The Cords and Co. will work with selected retailers in about twenty countries, as for example the Galeries Lafayette department store in France.