Koché changes strategy, ends OTB licence
Nicola Mira
Koché has redesigned its business model. According to information obtained by FashionNetwork.comChristelle Kocher
OTB President Renzo RossoDieselMaison MargielaJil SanderMarni
The partnership ended with the Fall/Winter 2023-24 season. Starting with Spring/Summer 2024, Koché has decided to strike out on a new path, producing its collections in-house and taking direct control of their commercialisation. As a result, Koché decided to present its womenswear and menswear collections earlier in the season, during Paris Fashion Week
The label inaugurated this new chapter in June, with a co-ed show staged by an open-air swimming pool floating on the river Seine, underscoring a marked design change. Kocher, who is also the creative director of Parisian feather artisan Lemarié (owned by Chanel
To deploy this new strategy, Koché hired Rajat Kumar as managing director in June. Kumar was previously in charge of merchandising at AmiLambert
The label’s revamp also relates to its digital communication and e-shop, which is being upgraded, as indicated on the Koché website. “Koché is currently in the process of making exciting changes. As part of this transformative journey, our website is undergoing a makeover and our e-commerce platform will be temporarily offline,” states the home page.
Kocher spent many years working at luxury labels like Bottega VenetaDries Van NotenChloé, before founding Koché in 2015. The label showed for the first time in Paris in September the same year. From the outset, she positioned the label as a street-sportswear, multi-ethnic luxury brand, developing collaborations with the likes of PumaNikeConversePSG
