MILAN — As part of a restructuring plan, Italian outerwear brand Allegri is diversifying its offerings and has hired three designers to reinforce its core business.
Starting with the fall 2009 collection, the Florentine firm will now produce three distinct lines, targeting specific consumer groups — fashion forward, traditional and sporty. The new course follows the expiration of a three-year contract with designers Viktor Horsting and Rolf Snoeren and the sale in March of 40 percent of Dismi 92 SpA, Allegri’s parent company, to private equity firm Orlando Italy.
Orlando was sought out by owner Dianora Allegri in an effort to rebuild the company since her brother and outerwear pioneer, Augusto Allegri, died in 2005.
“A series of past projects and collaborations distracted from the Allegri brand. Our most pressing priority is to refocus resources and energy into Allegri, reinforcing it as an integral brand,” said Enrico Ceccato, Orlando Italy partner and chief executive officer of Dismi 92.
Allegri brand manager Renato Baldini said the new lines were intended to give both the buyer and the consumer a more focused vision of Allegri’s offerings.
“Since past collections were a mix of fashion-driven, business and sporty pieces, we decided it was better to create separate collections, each with its own spirit,” Baldini said.
Accordingly, the brand has hired three different designers to collaborate as creative directors of the three lines. The first collection will be designed by Neapolitan designer Francesco Scognamiglio, who recently dressed Madonna for her “Sticky and Sweet” tour. The more traditional area is in the hands ofMauro Ravizza Kriege and the younger and sportier line will be overseen by Alessandro Turci, former creative designer at Luciano Soprani.
“They will all be working independently, so it will be my responsibility to ensure that the Allegri DNA remains a constant,” Baldini said.
Allegri plans to expand its 800 sale points worldwide.Wholesale prices will range from $430 to $1,400.
Baldini said that it’s premature to discuss sales projections and the retail strategy for the new lines, adding Allegri is in the process of naming the collections and forming a distribution strategy.
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