Cult Gaia is launching new stores in Europe this summer, continuing its expansion with a pop-up in Cannes and a new location in St. Tropez. This growth is part of founder Jasmin Larian Hekmat's strategy to expand the brand's presence globally.
Strong Financial Performance
After a successful 2025 fiscal year with $100 million in revenues, Cult Gaia plans to increase its physical stores from seven to potentially 15 by 2029. Hekmat attributes this financial success to her focus on direct-to-consumer sales, which currently account for 70% of the brand's revenue, versus 30% from wholesale channels.
Global Store Expansion
Cult Gaia's expansion includes a new pop-up in London's Harrods and reopening of their East Hampton store. Permanent store openings are planned for California's South Coast Plaza, Ibiza, New York's Madison Avenue, Dubai Mall, and Knox Street in Dallas. In 2027, a location is set to open at Wynn Al Marjan Island in the UAE. The brand chooses locations based on customer purchase patterns and travel destinations, ensuring high-intent purchasing opportunities.
Introducing Menswear
The brand debuted a menswear line at New York Fashion Week, responding to customer demand and expanding its product range. The men's collection, featuring structured blazers and textured shirts, is available in all stores, integrated with women's products to maintain a cohesive design language.
Future Plans and Shows
In addition to store expansions, Hekmat is investing in runway shows, with plans to return to New York Fashion Week in September for the SS27 collection. Despite these expansions, Hekmat emphasizes maintaining product quality and hints at further category developments.
Source: https://www.vogue.com/article/new-stores-more-shows-cult-gaias-in-growth-mode
