Tyler, the Creator’s Golf le Fleur is taking on a new territory.
The fragrance, nail polish, apparel and accessories brand is heading to the U.K., where it will debut at Selfridges on Dec. 2. It’s the first time the brand will be available beyond the borders of the U.S., save for its hero fragrance French Waltz’s presence in Paris’ Dover Street Parfums Market. The move into Selfridges is a precursor to a broader global expansion effort.
The brand’s website remains a key pillar, and that success has enabled it to move into new geographies.
“We’ve gotten to a place where we’re big enough to grow in wholesale, but we can’t grow everywhere at once. We’re focusing on Europe and the jumping-off point is Selfridges,” said Christopher West, Golf le Fleur’s managing director. “We have a customized shop, and Selfridges provides feedback and helps us learn. It will all be merchandised together — the scarves, eyewear, beauty and the apparel.”
Golf le Fleur also has a new distributor, Filthy Brands, which brokered the deal and will oversee entries to new markets in Europe.
“Selfridges represents the pinnacle of luxury retail and is a supporter of niche brands,” said Filthy Brands founder Francesca Cherrault. “With le Fleur, Selfridges gains an authentic and artistic brand focused on the next generation of luxury customers. With Selfridges, le Fleur gains an ideal launch partner for global wholesale expansion, for apparel but most especially for fragrance and beauty.”
Bosse Myhr, director of menswear, womenswear and childrenswear at Selfridges, added that “le Fleur features the signature menswear pieces Tyler is known for, with a twist. From an Ushanka hat or silk scarf to a varsity jacket or burlap coat, these are American classics in high quality cuts and fabrications, with nail colors and fragrance to match.”
Golf le Fleur Burlap Overcoat
As for why focus on Europe, West said that harkened back to the brand’s ethos. “Tyler’s point of view on fashion and beauty, and on the kind of business he wants to build — we’ve always liked Europe. We manufacture most of our ready-to-wear in Italy, we partner with Solovair on our loafers,” West said. “When we created French Waltz, we did it with French components and Italian glass. In terms of our approach, it lends itself more to Europe than to other parts of the world.”
The brand’s target customer goes beyond Tyler, the Creator’s musical fans. “We are fortunate enough that we have a well known person with a lot of great ideas, but by investing in products, we’re able to attract true connoisseurs and not just fans,” West said. “We want to get fragrance on skin, and it’s about telling the story of the product.”
