Ssense enters new product categories with the launch of 'Everything Else'

By

Jennifer Braun

Published
Dec 3, 2020

Ssense revealed on Tuesday the launch of new product categories designed to live aside its high fashion assortment.

The new department, which the luxury retail firm described as a curated space, is dubbed 'Everything Else', and offers a mix of exclusive, emerging, and established brands across homeware, technology, activity, self-care, petwear, and everything else. 

The shift will allow the Montreal-based retailer to become a preeminent shopping destination for the most coveted labels in fashion and lifestyle. 

Ssense said the expansion will equally allow it to further cater to its core Millennial and Gen Z audience, which represents 80 percent of its customer base, via the gender-neutral product narrative it has built.  

Items will include tech objects by Transparent Speakers, AIAIAI, and OJAS; juxtaposed alongside sculptural homeware from Curves by Sean Brown, Maison Margiela, and Tekla; and activity brands like Themskates and Snow Peak. The self-care selection, including Susanne Kaufmann, Vintner's Daughter, and Dr. Devgan Scientific Beauty focuses on fragrance, skincare, and haircare products developed using advanced technologies and a scientific approach. 

"With Everything Else, we’re intentionally rejecting conventional department and product categorizations. Our audience is more interested in exploring a curated but expansive world of products from established and emerging brands, extending beyond fashion into every aspect of their lifestyle” said Krishna Nikhil, chief merchandising officer for Ssense, in a news statement. 

“Everything Else provides our brand partners with a platform to challenge their own boundaries, and establish a voice that extends into new domains. We have intentionally selected brands such as Byredo, Bang & Olufsen, iIuvo, Light, Tata Harper and New Tendency that, whether established or emerging in their own right, have a special relevance with our customers. We expect the growth of Everything Else to be limitless, but will continue to sharply curate the brands that we introduce."

New arrivals are expected to be uploaded frequently, while the company is expected to keep growing its roster of brands. 

Self-care items and select brands are available exclusively in North America for the launch, with all other products shipping worldwide. Retail prices range from $25 to $3100 USD including applicable duties and taxes.