Kujten opens mega flagship on Madison Avenue in New York City

After winning over Europe, Kujten, the French cashmere brand, is now tackling the American market. The label, known for its delicate, effortless premium offering, will open its first store in the U.S. on September 9, at 831 Madison Avenue.

For the label founded by Carole Benaroya and Stéphanie Eriksson in 2012, this is a major investment in a strategic 200-square-meter location in an upscale Manhattan neighborhood, previously occupied by high-end women’s label Akris.

A “true flagship”, according to Carole Benaroya, the brand’s CEO: “We took our time before launching in New York,” she explained. “We analyzed two years of customer data and observed the market cautiously, knowing that certain players in the sector encountered difficulties in setting up shop locally. We decided to stick to our plan and not let customs barriers hold us back. And to do it big, so as not to regret anything.”

This move reflects Kujten’s ambition to boost its visibility in a high-potential market, particularly online. America already accounts for 20% of the brand’s online sales, and Carole Benaroya stresses the importance of an omnichannel approach. “We’re not looking to create a network of boutiques, but to combine premium retail and online to maximize our presence and desirability,” explained the CEO, who plans to have a handful of stores in the next few years throughout the American market.

Kujten, which takes its name from Mongolia’s highest peak, where the goats that provide the wool for its pieces come from, believes it can appeal to affluent American customers, despite the impact of substantial customs duties on its products from Asia.

True to its DNA, the brand offers 100% cashmere two-thread sweaters from 175 to 365 euros, as well as men’s and children’s pieces and accessories. “Our cashmere must remain the heart of the brand. We don’t want to become a generalist, but we complete our offer with stockings, jeans, and blouses in linen or cotton to create complete looks,” said Benaroya.

The brand has accelerated its development, both in terms of products and sales, notably by welcoming investors last year. A network of some fifty points of sale now covers the French market.

Kujten’s international development has already been underway for several years. The brand has around 50 outlets, mainly in France, and has also established a presence in strategic European cities: Brussels, Antwerp, Knokke, Luxembourg, Geneva, Madrid, and London.

Its three stores in the British capital are a prime example of this strategy. Located in Kings Road, Marylebone, and South Molton, they play a key role in Kujten’s visibility and customer experience in the British market, attracting international tourists and customers from the rest of England.

In financial terms, Kujten claims to have closed 2024 with sales of 60 million euros, 40% of which were generated online. The breakdown of sales is 60% retail and 20% wholesale and digital.

While Benaroya reported a 30% increase in sales in the first half of the year, the brand is aiming for organic growth of the same order for the full 2025 financial year, driven by marketing investments, the redesign of seven boutiques, and an upscale offering that includes pieces up to 1,500 euros in addition to its historical pieces.

“We’re aiming to reach a clientele that loves beautiful things, and to become true specialists in luxury cashmere,” emphasized Benaroya.