Carvela
Kurt Geiger · United Kingdom
Carvela is a British women's footwear and accessories label and the own brand of Kurt Geiger. It sells shoes, bags and accessories through its own stores, website and retail partners.
| Parent | Kurt Geiger |
|---|---|
| Country of origin | United Kingdom |
| Bluewater flagship | Opened September 2021 |
| US launch | 2019, with Dillard's |
| Website | carvela.com |
What is Carvela?
Carvela is a British women's footwear and accessories label, described as the own brand of Kurt Geiger. Carvela Ltd is registered in England and based in London.
Products and positioning
The range covers boots, heels, trainers, flats and loafers, sandals, bridal collections, and bags in clutch, tote, shoulder and crossbody styles. The brand positions itself around comfort, aiming to create comfortable heels for everyone, and has expanded its range of shoe sizes and widths.
Distribution
Carvela operates its own stores. A 1,200 square foot flagship opened in the Bluewater shopping centre in Kent in September 2021 and was its seventh UK store and its first in the South East. The brand also sells online, where a loyalty scheme called Club Carvela offers members perks, and through retail partners. In 2019 it launched in the United States through a deal with the department store Dillard's.
Why it matters
Carvela gives its parent a distinct mid-market footwear line alongside its higher-priced namesake label, and shows how a retailer-owned brand can run its own store network.
Frequently asked questions
Who owns Carvela?
Carvela is the own brand of Kurt Geiger, the British footwear and accessories company.
What does Carvela sell?
Carvela sells women's shoes, including boots, heels, trainers, flats and sandals, as well as bags and accessories.