Coco Republic will launch two flagship stores in California before rolling out gradually to select U.S. markets and other global locations, the company said.
The plan coincides with the appointment of two key leaders in the United States: Eric Bauer as global CEO and Skye Westcott as president of North America, who will lead what Coco Republic, the furniture and homewares founded in Australia, described as an “accelerated global expansion”. , initially focused on the California market.
“Coco Republic is an exciting opportunity to introduce Australia’s leading furniture and lifestyle brand to a global consumer,” said Bauer. “We believe our product design ethos and Australian essence will resonate globally, allowing us to build a global community, be an influential design authority and act as a guide for those who seek a well-designed life.”
The US expansion will begin with a flagship store in Union Square in San Francisco in October and another in Culver City in greater Los Angeles later this year. It follows the success of a partnership with Restoration Hardware and the launch of an outdoor collection at an HD Buttercup store in Los Angeles in 2019.
Underlying this strategy is Coco Republic’s acquisition of the assets and intellectual property of California home furnishings retailer HD Buttercup in October last year. Evan Cole, who founded HD Buttercup, has joined Coco Republic’s board of directors and the Culver City store will open in a converted HD Buttercup site.
The new appointees have extensive experience in consumer brands and businesses. Bauer has over 30 years of leadership experience with brands such as Gap, International Vitamin Corporation and PepsiCo. Westcott has nearly 40 years of omnichannel leadership experience in merchandising, marketing, product design and global sourcing, including with HD Buttercup.
Coco Republic, now majority-owned by Story3 Capital Partners, was founded in 1979 and has 15 showrooms in Australia and New Zealand, as well as e-commerce stores in both markets.
“We are incredibly excited to introduce our brand to the California market and inspire a new world of consumers to design beautiful interiors,” said Anthony Spon-Smith, Vice President and Creative Director of Coco Republic.
“Our partnership with Story3 has been a tremendous catalyst in executing our strategy and the new growth capital investment is a testament to the strength of our brand and the potential we see going forward.”
Management additions from Bauer and Westcott will play a significant role in consolidating the brand globally as Australia’s premier design-driven luxury furniture and lifestyle brand and lead the next phase growth and success of the company,” concluded Spon-Smith.