Combining Fashion, Home and Beauty: the Katie Nat experience
For the launch of Who’s Next Home, the founder of the Toulouse-based concept stores By Katie Nat shares her recipe for an eclectic and coherent offering.
Katie Nat knows a thing or two about the no place like home experience. Her three-in-one concept store mixes high-end hairdressing, fashion and lifestyle, all spread across the rooms of a Haussmann style building. A balanced selection that the founder can now curate in real time at Who’s Next, where ready-to-wear and jewelry now stand alongside the Who’s Next Home Space.
Three stores covering fashion, lifestyle and beauty: how do you manage such a diverse offer?
The idea was to break down the barriers of my first profession, which is hairdressing, and integrate it into a global vision of beauty. It’s quite an art! The first store is central and leads to the hairdressing space, so I try to make my purchases with this target in mind. With jewelry, for example, to highlight the hair. Next door, the second store has more of a beachy vibe, colorful and playful. And a little further away in the neighborhood, the third store is dedicated to more urban pieces, but always in a designer spirit.
Who’s Next is launching the Who’s Next Home space. In what ways does it respond to the needs of concept stores such as yours?
I think it’s great. I’m very open to mixing things up, moving from clothes to shoes and from jewelry to home décor. Breaking down these walls makes you feel a bit more at home and it fits perfectly with the way I envision my stores. It’s also what makes this trade show so unique!
How would you explain this increasingly important link between Fashion and Home?
Many customers don’t just enter a store to find clothes. They also want to be seduced. If a woman feels comfortable in a store and if she receives good advice, she’ll be willing to do all her shopping there. We’re here to meet all the customers’ needs thanks to our sourcing expertise. If they recognize themselves in our selection, they’ll come back.
As for home décor, I’ve started with a few plates and I’m now thinking about expanding this range – perhaps with lamps, cups or yoga mats. Who’s Next Home will allow me to discover some suppliers, and to maybe place orders in a simple, familiar setting, rather than having to source elsewhere.
How do you build your selections at the trade show?
I take pictures of everything that interests me and I build my catalogue on the spot, already having an idea of key pieces and quantities. Within three days my stores are already full, it saves me a great amount of time! And it’s always a pleasure to see this energy come to life when the orders arrive.
