Kurt Geiger in swim launch, star piece selling fast

Kurt Geiger made the most of the revival of formal occasions to maximise sales of high heels post-pandemic, and now the retailer is diving into a new category that also benefits from the post-Covid activity bounce-back.

The footwear and accessories specialist has entered the swim sector with a range of one- and two-piece items, plus a beachwear mini dress and loose top.

Bookings for holidays are surging this year as people aim to go somewhere hot after holiday plans were curtailed during the global health crisis.

The company has focused the marketing campaign around a shoot with Adwoa Aboah, and around social having linked up with influencers — sharing imagery of a variety of influencers wearing the range at Coachella.

And it said that after this month's launch, it’s “selling fast in both the UK and US, with one particular style, The Kensington swimsuit, already sold out”.

That piece links directly to one of Kurt Geiger’s most popular product strands — the multicolour Kensington design that has been used across both its shoes and bags for several years. The line also features pieces carrying designs, such as its eye motif, that have previously been used for its shoes.

The swim offer is priced from £59-£199 and available in sizes XS-XXL.