Bikkembergs Returns to Pitti Uomo with Enhanced Positioning – WWD

MILAN — Since its basis in 1988, Bikkembergs has been nearly synonymous with sports wear and football, having championed the lively way of life for over 3 many years.

With its present proprietor Canudilo Trendy Street and inventive director Lee Picket, that concept has taken hang, however Dario Predozan, the corporate’s basic supervisor, feels the time has come to move additional.

The chief has been fine-tuning the tactic since he took over in 2017, increasing the achieve of the logo, including new licensing agreements and forging extra trade alliances.

In 2022, the corporate modified a few of its licensing companions, and Predozan believes the brand new ones will assist the logo embark on its trail of development. In November, it connected up with Manufacturing unit Srl, a producing corporate founded out of doors of Florence, Italy, which additionally owns the Drome emblem, for the worldwide manufacturing and distribution of fellows’s and ladies’s clothes.

“We percentage a powerful interest for what we do and they’ve superb product wisdom, prime positioning and high quality,” Predozan mentioned. “We are transferring clear of the core sports wear that has helped us in contemporary seasons and towards cushy tailoring and streetwear, with out giving up our DNA,” he presented.

The primary assortment to bow below the deal used to be unveiled prior to fall in Milan by the use of showroom appointments, whilst the autumn 2023 assortment will probably be unveiled at pitti uomothe place Bikkembergs returns after becoming a member of the Pitti Attach virtual platform in contemporary seasons.

A cartoon of Bikkembergs males’s fall 2023 assortment to be featured at pitti uomo.

Courtesy of Bikkembergs

“Pitti Uomo is a smart platform that provides the chance to inform a tale. For us it is a chance to provide our new licenses and in addition a brand new retailer idea”, mentioned Predozan.

“The theory is that guests input the brand new technology of the Bikkembergs emblem, this is a recharged model [version] in continuity with the inheritance left through the founder dirk bikkembergs,” He spotted. In October, the logo debuted an archive sale of unique portions from the ’90s and early ’00s.

as reportedIn January 2022, Bikkembergs signed a handle Marche, Italy-based Rodolfo Zengarini because the shoes class used to be booming and in April switched its leather-based items and baggage spouse from L. a. Compagnia delle Pelli to Principe SpA with the target of strengthening the class and giving a spice up. in ladies’s baggage.

The latter are noticed as an opening in womenswear, which total accounts for simply 7 p.c of the trade. At the side of shoes and a better dedication to providing a total-look ready-to-wear line, those are anticipated to power the department ahead.

The brand new bankruptcy comes amid international financial turbulence, particularly as the logo used to be considerably uncovered to the Russian and Ukrainian markets, running 11 retail outlets within the former nation and producing round 15 p.c of its turnover there.

“The primary part of 2022 used to be hit exhausting, however then trade picked up and now we are going complete pace forward. That being mentioned, we had been compelled to seem somewhere else” to beef up total gross sales, Predozan defined.

New markets come with the Center East and Spain, whilst the US, the place the logo distributes best shoes, is the following goal. “Handiest while you know you might have prowess in all classes…does it make sense to move one step additional in The us,” he mentioned.

“The following two years will probably be crucial with new companions and new merchandise dwelling as much as emblem expectancies like previously,” Predozan mentioned, including that he’s now not accomplished with debuting new product classes but.

Preview of Bikkemberg's pre-fall 2023 collection on display at Pitti Uomo.

Preview of Bikkemberg’s pre-fall 2023 assortment on show at Pitti Uomo.

Elena Datrino/Courtesy of Bikkembergs

Even if his ambition to open a flagship retailer in Milan stays on hang, Predonza mentioned extra franchised devices will probably be offered within the Center East and Russia this 12 months.

Globally there are 20 flagships, 5 of that are operated immediately through the corporate’s shareholder Canudilo Trendy Street, the Chinese language retail large that took over the logo in 2019, obtaining the rest 49 p.c of the stocks that it didn’t already personal within the Italian corporations Zeis Excelsa and Sinv.

The chief didn’t reveal the corporate’s earnings for 2022 past announcing it used to be in keeping with the former 12 months, regardless of trade losses in Russia within the first part.

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