Inside KITH – Conversations With Ronnie Fieg and His Team
“I want to have a bigger impact on people’s lives than just the products they are buying.”
WWD sits down with KITH founder Ronnie Fieg and key members of his staff to discuss the store’s booming business and look behind the scenes in a recent interview.
KITH’s exponential growth over the past few years has been duly noted and Fieg is the linchpin. The 35-year-old entrepreneur opened the first location just over half a decade ago and the store, its selection, and in-house line have all experienced immense growth. It’s all grown quicker than Fieg expected, admittedly: “I’m always uncomfortable because I’ve never been here before. There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing.” The innovative stores put an emphasis on customer experience, a hot commodity in the digital age. As Fieg explains, “We’ve invested in our shops because I’m trying to send a message to the consumer that the shopping experience shouldn’t be: walk in, ask for product and walk out.”
Meanwhile, insiders weighed in on their experiences within the brand, with vice president Nick Annacone noting, “The business has changed in such a significant way in terms of size that it’s tough to even comprehend. The market has also changed, but what we do and what our model is, has not.” Annacone cites Ronnie’s insight as a source of inspiration for continuing to push forward and innovate in retail. Meanwhile, Director of Marketing Rachel Zimmerman expounds, pointing out that Fieg “also taught me never to take no for an answer. Remain committed, keep pushing and find a way to make it happen. He’s shown me how to push beyond what seem to be the practical, possible limits. Every day Ronnie reminds us that every single detail matters and never to compromise quality. Mediocrity is not an option.”
The future looks bright for the brand as we enter 2018, with strong sales and a healthy spate of collaborations rounding out the usual offerings. Speaking of which, the brand most recently teased a collaborative drop with none other than SpongeBob.
