April Launch Targeted for New Ursine Inspired
Outerwear
ST.
LOUIS, March 31, 2023 /PRNewswire/ --
Build-A-Bear Workshop, Inc. (NYSE: BBW), the iconic brand known for
its creative and empowering bear-building experience, is expanding
into designer fashions with the launch of its new teddy bear faux
fur couture coat collection, direct from the Build-A-Bear
Atelier design team. The entire exclusive collection can be
found at Build-A-Bear Cuddly Couture .
Build-A-Bear launches ursine inspired
outerwear, suggesting "why just be cute when you can also be
couture"?
The company has more than 25 years of designing popular outfits
and accessories intended for furry friends to wear, and recently
introduced a line of human-sized sleepwear in the Build-A-Bear
Pajama Shop. However, this is the first time the company has
explored the fashion-FURward runway trend of creatively
incorporating plush materials and teddy bears into a collection
intended for people. As would be expected from a company known for
disrupting the plush industry and being a pioneer in experiential
commerce, no detail was overlooked with this fanciful new
introduction to the world of high fashion.
"We have cultivated wonderful relationships with our fans,
understanding that with each of the 225 million furry friends that
have been created since our inception, a special memory and moment
is captured for that guest," said Jennifer
Kretchmar, Chief Merchandising and Digital Officer.
"Creative designs have been at the center of our business from
the beginning, and high fashion is a natural next step for our
brand. The opportunity to have the growing number of adult
Build-A-Bear enthusiasts express themselves with this exclusive
collection of custom teddy bear coats is very
exciting. Playful interpretations of fashion have been showing
up on runways from Paris to
New York and we believe this is a
PAWfect extension for our brand," concluded Ms. Kretchmar.
This new Build-A-Bear prêt-à-porter line is constructed by
hand in the Build-A-Bear Atelier with oversight by
Misty Jackson, Vice President of
Merchandising and Design, with each piece envisioned as a limited
edition, all lovingly made with faux teddy bear fur and a lot
of heart.
"Fashion has always been known to push boundaries with new ideas
and innovation as consumer trends evolve," said Ms.
Jackson. "Much of today's popular apparel is inspired by
runway shows, influencers, and celebrities, which
have recently shown a tendency toward whimsy. Build-A-Bear's
iconic and playful aura make it well suited to lean into this
FURbulous trend. So, you have to ask yourself, why just be
cute when you can also be couture?"
The designers explored soft textures with smart, utilitarian
styles and streamlined tailoring with each of the pieces in this
BEARY special collection highlighting haute couture trends. In
addition, the line features en vogue colors, lush faux fur, and
most importantly, a nod to the nostalgia of childhood. Early
predictions have teddy bears and furry fashions being on the fuzzy
edge of style next season.
This exclusive category expansion comes as adults and teens
increasingly embrace the Build-A-Bear brand with 40% of sales
coming from this older consumer. The company has recently extended
into collectibles, gifting, affinity products and the popular
"Build-A-Bear After Dark" collection. These more
adult-focused, yet still playful, product offerings over-index on
the company's website, buildabear.com, where there is a microsite
that is age-gated for older consumers called The Bear Cave, which
has growing interest and traffic trends.
To see the entire exclusive fashion FURward collection, visit
Build-A-Bear Cuddly Couture and follow Build-A-Bear's social media
pages and channels for updates.
About Build-A-Bear®
Build-A-Bear is a multi-generational global brand focused on its
mission to "add a little more heart to life" appealing to a wide
array of consumer groups who enjoy the personal expression in
making their own "furry friends" to celebrate and commemorate life
moments. Nearly 500 interactive brick-and-mortar experience
locations operated through a variety of formats provide guests of
all ages a hands-on entertaining experience, which often fosters a
lasting and emotional brand connection. The company also offers
engaging e-commerce/digital purchasing experiences
on buildabear.com including its online "Bear-Builder",
the animated "Bear Builder 3D Workshop" and its age-gated,
adult-focused "Bear Cave". In addition, extending its brand power
beyond retail, Build-A-Bear Entertainment, a subsidiary of
Build-A-Bear Workshop, Inc., is dedicated to creating engaging
content for kids and adults that fulfills the company's mission,
while the company also offers products at wholesale and in
non-plush consumer categories via licensing agreements with leading
manufacturers. Build-A-Bear Workshop, Inc. posted total revenue
of $467.9 million in fiscal 2022. For more information,
visit the Investor Relations
section of buildabear.com.
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SOURCE Build-A-Bear Workshop