Cath Kidston's in Print: Brilliant Ideas for Using Vintage Fabrics in Your Home

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Its products were also commonly sold in department stores, which themselves have been struggling in recent times. Cath Kidston opened its first store outside of London in Bath. The retailer had its first collaboration with outdoor retailer Millets. Cath Kidston was sold to the Hong Kong-based private equity firm Baring Private Equity Asia for an undisclosed sum. Kidston herself announced her departure from her role as non-executive director of the company. Collections were launched as seasonal. Cath Kidtson opens first flagship store in London’s Marylebone.

We’ve got all our prototypes, we’re working on how the print would fit onto a bag, or how that tablecloth works on a variety of different tables.Cath Kidston chief executive Kenny Wilson left the to join Dr Martens. Melinda Paraie was as the new chief executive. Chief financial officer Neil Harrington also exited. Marler also joined Temperely London, where she worked with founder Alice Temperely as her “right-hand woman”, helping extend the brand’s collection into bridal and eveningwear. That process has inspired me from day one. Now I think that when you have the print, what product could it enhance? What could it create?

Cath Kidston as a business has seen many changes over the years, such as a new chief executive, new print designs, new collaborations, and global expansions. The reopening of its flagship store in the heart of London’s West End will be the brand’s only high street store and will become an “experimental” concept to showcase the brand’s 27 years of British design and print heritage. Collaborations are integral to our overall growth strategy in terms of innovating the brand, keeping it fresh, attracting new customers, as I said we do have a very loyal fan base, but naturally we want to keep that fan base growing and attract new and young customers,” she said. Cath Kidston reopened its London flagship store in early December. I only had a year’s worth of experience then, but because I had talent and passion, I was able to create something that people wanted,” Marler recalled . We go over there in the summer, so I wanted it light and airy.” On the walls are three spacious prints in line, alone: two of Donald Judd’s trademark boxes, and an Ellsworth Kelly – again – this time one of his austerely honed studies of plant forms. “I love that Kelly!” Kidston exclaims, “It’s edited down to nothing.”It can’t be said that the coronavirus outbreak has vastly contributed to the downfall of the brand, but it certainly wouldn’t have helped. Each print has been lovingly painted by hand and paired with colourful accents and trims, with a focus on detail and quality. To see the pieces hand crafted with care with the same attention to detail as in our paintings, made this collaboration truly authentic, coupled with the team’s incredible passion, I simply cannot wait to see the wonderful pieces in people’s homes.” The Cath Kidston collection goes beyond traditional sofas alone and encourages you to introduce personality to any corner of the home - from living rooms and bedrooms through to secondary spaces such as hallways, conservatories, nurseries and guest rooms. We’re seeing customers become more confident in expressing their personality in their interiors and we hope that this collection will offer pattern lovers as well as Cath Kidston fans the chance to bring their favourite prints to life in any corner of their home. The beauty of this range is that you can be as subtle or as bold as you like - you can introduce pattern with a single statement item such as an accent chair or footstool, or go for the maximalist look by mixing and layering patterns across a number of pieces.” Marler added that Cath Kidston has also witnessed new trends in response to Covid-19, such as an increase in the sale of homeware products.

The challenge now for Cath Kidston is simply to survive. It’s only been a few weeks since restructuring specialist Alvarez & Marsalwere was instructed to find a buyer, with several credible expressions of interest in a takeover already received.

What I like about prints is that there’s often a crispness. The older I get the more I appreciate more graphic things

Marler told Retail Gazette that while Cath Kidston’s prints is instantly recognisable and world-famous, the print has to be authentic. After all, the iconic English retailer – launched by Cath Kidston herself in west London in 1993 – was known for using vintage fabric before designing her own unique prints. Marler said that upon her arrival at Cath Kidston, one of the first things she did was shoot and lead the spring campaign that is due to launch this month. Even 20 years into my career, I still hand paint and it’s something I will continue to do at Cath Kidston, which I think is what makes us personal. DFS continues to drive forward its Carbon Mitigation commitments, working with the Woodland Carbon Trust to offset the unavoidable scope 1 and 2 C02 emitted through day-to-day business practices in the UK. Cath Kidston had over 100 international stores by this point. Kidston stepped down from her role as chief creative designer, but remained a shareholder of the brand, with more than a 10 per cent stake. Baring Private Equity Asia became a substantial shareholder in Cath Kidston.

Holly Marler, who was appointed as Cath Kidston’s new creative director in October, added: “The Cath Kidston ethos is rooted in creating beautiful, functional pieces curated to bring everyday moments of joy, and that’s exactly what we’ve brought to life in 180 Piccadilly. Cath Kidston’s iconic prints are lovingly designed and hand-painted, celebrating British heritage and quintessential charm. This new furniture collection at DFS offers customers the chance to incorporate Cath Kidston pattern into their home, whether that’s choosing a statement piece in a single print, or layering a variety of patterns for a maximalistfeel. The new collection features re-mastered signature Cath Kidston prints including Forever Rose and Endless Love, together with the brand’s latest print designs, developed and hand-painted by Creative Director Holly Marler, such as Strawberry Garden, Painted Kingdom and Summer Birds. As creative director, Marler brainstorms ideas for new brand collaborations and how to communicate them to consumers. Around the same time she joined, Cath Kidston announced a transformation plan with a core focus on digital acceleration and global growth. Under the new model, ecommerce accounts for 85 per cent of the business. This meant the closure of all of its UK stores, and a re-alignment of its cost base and structure “to create an economically viable operating model as a brand-led, digital first retailer”.Melinda Paraie, chief executive at Cath Kidston, said of the store opening in a statement: “London is at the heart of our brand and we are thrilled to introduce the newly reimagined 180 Piccadilly to our customers, just in time for Christmas. We are confident that our customers will recognise and love the quality and craft of the products in a highly curated environment, relatable to today’s lifestyle.”