Kenneth Cole Productions, Inc.

Kenneth Cole is a trendy old sole. Known for its shoes, Kenneth Cole Productions makes stylish apparel and accessories under the Kenneth Cole New York, Kenneth Cole Reaction, Unlisted, and Gentle Souls names. Kenneth Cole licenses its name globally for hosiery, luggage, watches, and eyewear. It continues to expand, adding new lines for women and children, as well as fragrances. About 4,700 department and specialty stores carry its products. Kenneth Cole operates more than 90 retail and outlet stores and sells through catalogs and websites. Chairman Kenneth Cole, who effective September 2012 owns the namesake company, took Kenneth Cole Productions private through a merger with his KCP Holdco, Inc.

Change in Company Type

In 2012 Cole had offered to acquire 100% of the company's outstanding publicly held shares of common stock. As part of a revised transaction, stockholders received $15 per share in cash, valuing the total equity of the company at about $280 million and Cole's purchase of 46% of outstanding stock (and about 89% of the voting power) at some $148.5 million. In addition to being chairman, founder Cole serves as chief creative officer, having control over design, product, brand positioning, and advertising. Company namesake Cole is said to be a micromanager who closely controls costs and keeps a tight rein on the decision-makers at the apparel and footwear manufacturer.

Operations

The company focuses on designing, sourcing, and marketing a broad range of footwear, apparel, handbags, and accessories under several brand names, including Kenneth Cole New York, Kenneth Cole Reaction, Unlisted, and Gentle Souls.

Its portfolio of stores includes more than 90 retail and outlet stores across 25 US states. Internationally, Kenneth Cole operates stores in Canada, Asia, the Middle East, and South America.

Strategy

Looking to diversify its revenue stream and boost sales for the long term, the upscale retailer plans to open Kenneth Cole New York stores in India through an agreement inked in 2011 with Reliance Brands. The company's products also will be sold through other department stores in India. Five stores are slated to open by 2015, with another 20 more through 2020. Like other retailers and manufacturers, Kenneth Cole is lured to set up shop in India for its consumers' improved standard of living and overall loyalty and attraction to top brand names.

Kenneth Cole has purged items from its products portfolio, launched new lines, and mended its longtime licensing agreements as a way to ride out the recession. Its wholesale unit exited its Tribeca and Bongo footwear lines and saw reductions among its private-label programs and off-price customers. Growth in wholesale can be attributed to the 2011 launch of Kenneth Cole New York women's sportswear and to more doors ordering Kenneth Cole Reaction men's sportswear. Its wholesale segment has also seen increases across all product divisions, particularly in footwear, handbags, apparel, and international. Wholesale is picking up the slack for its lagging consumer direct business, which has slid from 41% of sales in 2009 to 34% in 2011. During the economic downturn, the company sold more discounted products at outlet stores and its network of stores dwindled by about a dozen locations.

Kenneth Cole hopes to boost its future revenue further through its strategic alliance with Macy's. The company inked a deal with the department store retailer in 2010 to launch a new men's sportswear collection under the Kenneth Cole Reaction label. As part of the agreement, Macy's is the exclusive department store retailer for the line in the US and its territories.

Geographic Reach

The company's goods are made outside the US by contractors in Italy and China, among other locations in Europe and Asia. Its men's and women's fragrances are made through a strategic alliance with Coty.

Kenneth Cole operates retail stores and company outlet stores in the US. Its stores portfolio -- which has reached about 300 -- also extends to Asia, the Middle East, Canada, and South America.

Sales and Marketing

The company markets its products to about 4,700 domestic department and specialty stores; its own full-priced retail, outlet, and online stores; and internationally through licensee partners and international retailers.

Company Background

The company's past merger talks with brand management company Iconix Brand Group have come to a close. Iconix is run by Cole's brother Neil. Its portfolio of brands include Candies, Mossimo, Peanuts, Cannon, Waverly, among many others. Kenneth Cole was first reported to be considering a sale to Iconix in September 2010.

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Kenneth Cole Productions, Inc.


603 W 50th St
New York, NY 10019-7051
Phone: 1 (212) 265-1500
Fax: 1 (212) 7136670
www.kennethcole.com

STATS


  • Employer Type: Private
  • Chief Executive: John Benacquisto
  • Chairman and Chief Creative Officer: Kenneth Cole
  • Ex V Pres-bus Dev: Michael Devirgilio

Major Office Locations

  • New York, NY

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