PARTY ON: ROTHMANS’ KEN GIDDON ON THE VALUE OF POP-UPS
It’s another pop-up shop at Rothmans‘ New York City store, and another party next week (November 17th, 6:00-9:00 pm, Park Ave at 18th Street) to celebrate it. This time around, it’s with Kjus, the luxurious European skiwear line that true ski lovers covet. And while it’s questionable how many $1500 ski jackets will be sold that night, Rothmans’ CEO Ken Giddon sees much value in the collaboration, no matter how much business is done. “First of all, they’ve totally transformed our lower level and it looks amazing. Secondly, it’s a fabulous brand that adds a certain status to our mix.”
Giddon is clearly a big believer in these types of collaborations. “We do a pop-up almost every month. We love doing them because our job is to bring excitement and newness to our customers. Kjus, for example, is perhaps the finest skiwear made, and to offer something like this to our folks is invaluable. Kjus is sold only at the finest stores in the country and we are honored that they have partnered with us on this. Of course, we expect it to be profitable, but the value to the Rothmans’ brand goes well beyond that.”
