Leigh Batnick Plessner on Brooklyn-born Catbird's national expansion: 10 more stores by 2026
The Glossy Podcast · with Leigh Batnick Plessner · October 16, 2024 · 31 min
Summary
Catbird, a Brooklyn-born jewelry brand, is expanding nationally with plans for 10 new stores by 2026. This episode explores how Catbird is scaling its brick-and-mortar presence while preserving its unique brand identity, focusing on experiential retail like their 'getting zapped' permanent bracelet concept. It's a masterclass in controlled growth for luxury brands.
Key takeaways
Implement unique in-store experiences like Catbird's 'getting zapped' to drive foot traffic and customer loyalty.
Prioritize durable, repairable products to align with modern luxury consumers' values and build brand trust.
Develop a clear strategy for maintaining brand authenticity and unique identity during rapid retail expansion.
Leverage key leadership hires (e.g., CEO from a larger brand) to accelerate growth while staying true to brand ethos.
As chief creative officer of the 20-year-old jewelry brand Catbird, Leigh Batnick Plessner is always thinking of ways to bring the brand's story to life through innovative products and collaborations. In 2015, for example, Catbird introduced the concept of "getting zapped," the brand's term for custom-fitting and welding one of its solid gold Forever Bracelets on a customer's wrist.
Since joining Catbird a year after its 2004 launch, Plessner has worked alongside Rony Vardi, co-owner and founder of Catbird, to grow the Williamsburg-birthed brand beyond its first 225-square-foot retail store on Metropolitan Avenue. In 2006, they opened a second location on Bedford Avenue that quickly became Catbird's flagship. Under Plessner's creative direction, Catbird also evolved into a popular retailer of demi-fine jewelry.
After David Yurman alum Mo Sakurai joined the company as CEO in September 2022, Catbird has accelerated its growth mode, including by opening stores across the country. The company plans to open at least 10 more by 2026.
On the latest episode of the Glossy Podcast, Plessner discusses Catbird's strategies for becoming a national brand and staying true to its mission: to create the ultimate luxury jewelry that can be repaired.
