MILAN — Ermanno Scervino has signed a renewable three-year license with Italian manufacturer Viamazzini, which will produce and distribute the brand’s innerwear and beachwear collections for women and men.
This story first appeared in the December 27, 2007 issue of WWD. Subscribe Today.
This is the first such license for Scervino. For men, the first underwear collection will bow for fall, while the women’s line will launch with the designer’s pre-collection and will comprise 90 pieces, ranging from slips to bustiers and tops. The collection will also include at-homewear items, described by Toni Scervino, chief executive officer of the Florence-based company, as “comfortable clothing pieces with a design content.”
Scervino said the agreement will help expand production and distribution of items that “were always associated with our ready-to-wear, such as slips for daily use, also shown on the runway.” Scervino said hand-embroidered slips in silk or pashmina that were already successful items for the brand will be further developed in different variations and produced in larger quantities.
“This can also be said of the beachwear line, with the use of the same materials and colors as those of some of our clothing pieces,” said Scervino.
At the same time, he added, the license will allow Scervino to be more competitive. The ceo downplayed the effects caused by mass market and fast-fashion innerwear collections that have quickly saturated the industry. “If you propose special products, there is still room to grow,” said Scervino. “In this sector, it’s all either logoed-out or flat, there is not enough research, experimentation or innovation, but we must try and convey something different.”
Scervino said pricing and distribution are still being finalized, but the collections will be available at the brand’s boutiques and specialty stores around the world. The brand is currently carried in 500 points of sale and there are 14 namesake boutiques and 10 shop-in-shops in Europe; Russia, which is the brand’s second market; Ukraine; Japan, and South Korea. The company will open a 6,480-square-foot store on London’s Sloane Street early next year, followed by three boutiques in Russia, in Moscow, St. Petersburg and Samara. Also in the works is a boutique in Sochi, Russia, on the Black Sea, where the Winter Olympics will be held in 2014. Scervino said he is also planning a more focused approach to the American market, and is looking at opportunities to open a boutique in the U.S.
The company, which was founded in 1999 by designer Ermanno Daelli and Scervino, registered wholesale revenues of 71 million euros, or $104.2 million, in 2006, up 40 percent compared with the previous year. Sales are expected to reach 85 million euros, or $124.7 million, in 2007. Dollar figures were converted from the euro at current exchange.
Aside from Ermanno Scervino for men, women and children, produced in-house, the company has the younger collection Scervino Street, licensed to the Treviso, Italy-based Dressing SpA.