Lucky Charms and Bandana Scarves Spice Up Golden Goose’s New Bags Exclusively at Neiman Marcus

TO DALLAS WITH LOVE: In the era of hyper-customization, Golden Goose is dropping its latest handbag collection taking its co-creation concept to Neiman Marcus in Dallas.

Mounting a pop-up space it calls “bag lab” inside the luxury department store’s North Park location, the shoe label will offer its customers a chance to customize the new bags with charms and accessories from Tuesday through April 1.

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The collection will subsequently drop on Neiman Marcus’ e-commerce site before a global rollout planned for May.

The activation falls in line with Neiman Marcus’ “retail-tainment” strategy, geared at innovating the in-store shopping experience. It entails working with brands and designers to deliver imaginative experiences and presentations for shoppers that go beyond the usual retail theater.

Among the hero pieces in the latest Golden Goose handbag collection, the Venezia top-handle boasting a geometric shape and accented by a golden buckle was inspired by Venice’s Piazza San Marco, while the Gioia rectangular design with a golden chain strap can be embellished with charms.

The Golden Goose's co-creation experience.
The Golden Goose’s co-creation experience.

The latter, a key component of the co-creation experience, include Swarovski crystal letters and baubles, as well as keys, bees and hearts. Other accessories include tassels, silk bandanas and studs. As with its shoes, handbags can also be customized with handwritten messages and drawings realized on-site by the brand’s artisans.

The Vita squared, trunk-like style and the 24/7 tote with a detachable leather pouch round off the lineup.

The co-creation project has been a key customer journey tool for the brand, increasingly implemented across touchpoints and merchandise categories. It was introduced in 2022 when the company unveiled its first Forward Store in Milan and was initially targeted at sneakers.

Charms from the Golden Goose co-creation project on handbags.
Charms from the Golden Goose co-creation project on handbags.

Golden Goose was established in 2000, and is best known for its successful Superstar sneakers and intentionally distressed styles. In 2020, the company was acquired by the private equity fund Permira from the Carlyle Europe Buyout fund. The price tag was pegged at 1.28 billion euros.

In 2023 the company logged sales of 587 million euros, up 18 percent at constant exchange rates from 500.9 million euros in 2022. While declining to comment, Golden Goose is said to be eyeing an IPO and to have tapped Lazard as an adviser.

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