MILAN — Ermanno Scervino has signed a renewable three-year license with Italian manufacturing company Viamazzini, which will produce and distribute the brand’s innerwear and beachwear collections for women and men.
This story first appeared in the January 28, 2008 issue of WWD. Subscribe Today.
It is the first such license for Scervino. For men, the underwear collection will launch for fall-winter 2008, and the women’s will debut with the designer’s pre-fall collection and comprise 90 pieces, ranging from slips to bustiers and tops. The line also will 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 to our ready-to-wear, such as slips for daily use, also shown on the runway.”
Scervino noted that silk or pashmina hand-embroidered slips that were already successful items for the brand will be developed in different variations and larger numbers.
“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,” Scervino said.
The ceo praised Viamazzini’s 30 years of experience in the sector, “its artisanal, made-in-Italy craftsmanship, technical skills, versatility and quality production,” and owner Davide Frattini for his “enthusiasm and human and professional traits.” At the same time, he added, the license will allow Scervino to be more competitive.
Pricing and distribution are still being completed, but the collections will be available at the brand’s boutiques and specialty stores around the world, Scervino said.
The brand is carried in 500 points of sale and there are 14 namesake boutiques and 10 in-store shops in Europe, Russia, Ukraine, Japan and South Korea. The firm plans to open a 6,480-square-foot store on London’s Sloane Street next year, followed by three boutiques in Russia — in Moscow, St. Petersburg and Samara. Also in the works is a boutique in Sochi on the Black Sea, where the Winter Olympics will be held in 2014.
Scervino said he envisions a more focused approach in the U.S. market and is looking at opportunities to open a boutique in the U.S.
The company, founded in 1999 by designer Ermanno Daelli and Scervino, registered wholesale revenues of 71 million euros, or $104.15 million in 2006, up 40 percent compared with the previous year. Sales last year reached 85 million euros, or $124.69 million.