The retail map of high-end cashmere is being quietly redrawn in the United States. Parisian brand Kujten has announced three new stores in New York's SoHo, Aspen, and Miami, bringing its total US footprint to four. This move comes at a time when high-end consumption is under pressure and department store channels continue to contract. The location logic and category resilience deserve supply chain attention.
Background
Kujten is not a mass-market brand. Its core products are cashmere knitwear, positioned in the accessible luxury segment. The three new locations cover three typical high-end consumption scenarios: SoHo represents urban fashion and design-driven spending, Aspen corresponds to ski resort and winter luxury demand, and Miami points to high-net-worth individuals and tourism retail in a warm climate. Together, they form a sample slice of US high-end cashmere consumption.
Public industry data shows that US apparel retail experienced clear divergence in 2023-2024: mass apparel was squeezed by inflation, while knitwear priced above $200 saw relatively limited declines. As a premium natural fiber, cashmere has lower demand elasticity than ordinary cotton or synthetic knits, providing fundamental support for the brand's counter-cyclical expansion.
Industry Impact
For China's cashmere supply chain, this signal should be interpreted from three dimensions.
First, order rhythm. US brand direct-to-consumer store expansion typically comes with initial stocking and subsequent replenishment. The procurement cycle for cashmere yarn and garments runs 6-9 months ahead. If the three stores open as planned, inquiry volumes in the 2025 spring/summer buying season may see marginal improvement.
Second, regional consumption differences. Aspen and Miami clientele have distinctly different preferences for weight, style, and color: the former favors heavier weights and classic tones, while the latter leans toward lighter, brighter, and travel-oriented designs. Factories must avoid applying a single standard to multi-regional demand, or inventory mismatches will follow.
Third, certification and traceability. US high-end retail continues to raise requirements for cashmere origin traceability, involving animal welfare, ranch certification, and supply chain transparency. Suppliers with GRS, RWS, and similar certifications can command a premium in quotations, while smaller factories lacking certification may be excluded from brand direct sourcing lists.
From a broader perspective, European brands' retail investment in the US market reflects not only confidence in a single brand but also a judgment on North American high-end consumption resilience. If this trend continues, the order structure for cashmere exports will evolve from large-volume, low-value-added to small-batch, multi-frequency, and high-certification-threshold.