By  on March 20, 2007

MILAN — Alessandro Dell'Acqua's new owners, the investors of the Luxembourg-based holding group Redlux, have an ambitious agenda for the brand, especially for its U.S. expansion.

The company has entered into a partnership with Ellegi Inc. and created a firm called Ready, which will distribute the Dell'Acqua brand in North and South America and manage the brand's flagship on Madison Avenue in Manhattan.

"Alessandro has always had a loyal customer base in the U.S., but, through no fault of his, the brand has suffered untimely deliveries and insufficient service," Manlio Cocchini, chairman of Redlux, said in an interview at headquarters here.

"I can guarantee for production, and now I know Ellegi, a local, credible partner with 20 years of experience in the U.S., working with such companies as Dolce & Gabbana or MaxMara, will take care of customer satisfaction, logistics, organization, time to market and all that makes a brand successful," said Cocchini, who joined Redlux last year.

Dell'Acqua said he was happy with the new agreement, viewing it as a turnaround in the strategy of the group. The designer said the partnership will allow the company to "find the right positioning, and to strengthen the brand's distribution by focusing on its development with main department stores."

Indeed, working with U.S. department stores is high on the agenda for Cocchini, who previously was general manager of Gilmar, which manufactures and distributes the Iceberg, Giambattista Valli and Frankie Morello collections, and president of Gilmar USA.

Although sold at specialty retailers such as Fred Segal and at Bergdorf Goodman with a limited edition of handbags, Dell'Acqua's ready-to-wear collections are not available at department stores.

"Alessandro's designs are in tune with the American customer's requests, with his distinctive but clean lines, the fits, the fabrics, the details and a good selection of special occasion garments,'' Cocchini said. "Now, through Ellegi, we can better service the stores."

Ellegi, which will also distribute the Borbonese line, controlled by Redlux, will start working with the spring/summer 2008 collection.

Cocchini said he was pleased with the location and the visibility of the Dell'Acqua boutique, which opened three years ago, and plans to turn it into "the motor" of the brand and a means to communicate the essence and image of the designer's world. Cultural, art and music events will be scheduled at the boutique at least once a month.

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