Like several large French cities, Kulte is carried by the green wave. After the takeover of the brand by K Invest and its restructuring, its managers had started by relocating the manufacture of clothing to Portugal. This year, the textile collection switches to 100% organic cotton. Only caps remain manufactured outside the European Union.
During the Covid-19 crisis, the brand’s managers were encouraged by the good sales on its e-shop, which soared to + 300%. “In addition to these good performances, the brand is distributed by 163 resellers in France and we are targeting between 200 and 250 resellers next year. Our relocation to Portugal and the announcement of the switch to organic cotton is very much appreciated by multi-brands. This fits well with the concerns of the moment following the crisis we are going through. In addition, our quality grade has further increased without our increasing prices “, indicates Guillaume Flahaut, co-owner of the label.
This summer, the brand is one of the brands selected by the BHV for the “Marseille en Capitale” operation which lasts until August 16. It will open two seasonal stores in Saint-Tropez and Sanary from July 10. The other two stores in Cassis and Lourmarin remain open year round. These four points of sale are managed by partners. In addition, in September, the brand will arrive at Galeries Lafayette in Marseille in the space of ethical brands “Go For Good”. On the export side, Kulte has just signed a ten-year license agreement with two partners: one in South Korea and the other in China.
From the spring-summer 2021 collection, the collection will expand with new references by integrating Bermuda shorts, chinos, Hawaiian shirts and work jackets. After selling caps with personalized and re-adjustable patches, the brand takes this little personalized touch on t-shirts, sweatshirts and jackets. Always festive and a bit nostalgic, Kulte is now claiming its commitment in particular through its new mantra “Live on earth”.