Anine Bing CEO Julie Bourgeois on launching new Elie bag and opening European HQ in Paris

In recent years, few Californian brands have made as much of an impact in Europe as Anine Bing, which recently launched its new bag Elly in Paris. Anine Bing is very much a sui generis marque. Launched  by a Danish born blogger, former model and singer, and managing to blend hints of Scandi style, folklore, surf culture and the California dream.

 
Bourgeois – who joined the brand in the summer – already oversaw the Elly debut in Paris, in the middle of the recent season.
 
Saw, we caught up with recently appointed CEO Julie Bourgeois for her take on the new bag, building European business via Paris, shooting hyper specific campaigns and building a global retail network. She also helps define the DNA of Anine Bing, as she reveals the Silicon Valley investors who have surged into the brand.

 
Fashion Network: Why did you decide to come to Paris this season?
Julie Bourgeois: Paris is an important market for the brand, where the rich culture and fashion heritage are truly inspiring. We are excited to expand our presence in this city and build upon the existing momentum we have. We currently have 2 stores in France — Le Marais on Rue des Coutures and Saint Germain on Rue de Grenelle. We also have our newly opened European Headquarters and Showroom located in the 8th arrondissement.
 
FN: Why have you launched a new bag? And why did you call it Elly?
JB: Our recently launched our latest handbag – The Elly Bag – is named after Anine’s grandmother, who was, and continues to be, an inspiration to Anine. The new handbag collection emphasizes sophistication through the highest quality of craftsmanship. The signature Anine Bing monogram is modernized and framed in exceptional gold hardware that empowers and defines the timeless Elly silhouette. Its refined construction was meticulously crafted; presenting a balance of form and function through sleek lines and sharp angles. Uncover textural distinctions with spazzolato and croco-embossed leathers. The high-shine glaze dramatizes highlights and shadows, while the rich croco-embossed finish illustrates deep precision and excellence in craftsmanship. 
 
FN: Why have you based your European expansion here with a new showroom?JB: Our EU market is one where we see enormous potential. In fact, the brand is already experiencing double-digit growth in Europe, demonstrating our strong appeal. 
The opening of our office in Paris on Rue François 1er marks a significant step in our strategic expansion. This new HQ in the prestigious 8th arrondissement will serve as our European hub, supporting Wholesale, Retail leadership, and additional new roles which support the growth of the business. Anine Bing is a fashion house built on international roots – we approach our talent and office expansion in a similar manner, ensuring we have representation from around the world to provide a diverse perspective and strategic vision. 
 
FN: What is it about Kate Moss that Anine Bing enjoy using her so much in your campaigns?
JB: Kate Moss has been an inspiration for Anine and the brand for quite some time. She has been the unofficial face of Anine Bing mood boards since we launched in 2012. She is the epitome of timeless beauty and iconic style, embodying everything that Anine Bing stands for as a brand. She’s classic, timeless and effortless. 

 
FN: Why did you hire Chris Colls for the campaign?
JB: Chris has been a longtime friend and partner to the brand, who we have had the fortune of working with over the years. He is a world-renowned photographer who is gifted in his ability to capture the essence of his subjects, bringing out the best in talent. Chris’ work has a distinctive style that is both engaging and evocative. Plus, it resonates with the Anine Bing consumer – bringing out the brand’s strong sense of style and passion.
 
FN: What are the key strengths Julie Bourgeois brings to Anine Bing? 
JB : I’d say strategic vision; and operational experience. I am a collaborative leader, with global experience in luxury space, who understands our global clients. 
 
FN: What sort of 2024 are you having? 
JB: The brand is on pace to grow double-digits this year, despite economic uncertainty, which shows the resilience and desirability.
 
FN: Define the DNA of Annie Bing?
JB: Anine Bing is a brand rooted in Scandinavian simplicity with American energy. We’re a global fashion house focused on everyday wardrobe essentials and investment pieces for modern women seeking a timeless yet rebellious approach to style. While our collections will always evolve, we create pieces that women can wear 10 years from now. 

 
FN: How many stores and sales points do you have? How many more will you open in 2024?
JB: Since launching in 2012, Anine Bing has built a global and balanced distribution with 34  stores around the world, across 7 countries.  We are sold in over 470 wholesale stores across 45 countries. By the end of the year, we will have 35 directly operated retail stores.
 
FN: How is the shareholding of Anine Bing divided up? 
JB: Key investors include Index Ventures founder Danny Rimer (Facebook, Dropbox, Net-A-Porter, Nasty Gal), Greycroft Partners founder Dana Settle (Maker Studios, Thrive Market, AwesomenessTV), and Felix Capital founder Frederic Court (Goop, Farfetch, Vitrue, Dailymotion). They have been fantastic partners to us since 2016 – and they continue to provide us with guidance and support through the next phase of growth.