By  on April 17, 2007

MILAN — Moschino has signed an agreement with Allison SpA to produce and distribute the brand's eyewear collection for the next five years.

The agreement replaces a previous deal with Luxottica. The first collection produced by Allison will bow at Paris' Silmo, the international eyewear exhibition held in October.

"Allison highlights the creative component of the collection, the DNA of our brand — this is the reason we've decided to link up with them," said Thierry Andretta, chief executive officer of Moschino. "Our design team is heavily involved in all the different steps that go into any license and we wanted it to be no different for our eyewear collection. With Allison, it's more about signature pieces."

Silvio Vecellio Reane, chairman and ceo of Allison, based in Padova, said, "Our peculiarity is that we exalt creativity and we don't want to standardize products. We sell emotions and we want to give stores the opportunity to offer something new and different — there are so many similar products out there."

In December, Allison inked a licensing deal with Benetton and already counts licenses with Gianfranco Ferré, Vivienne Westwood, Missoni, John Richmond, Dunhill, Mercedes-Benz, Dirk Bikkembergs and Roberta di Camerino.

"Marketing and communication are important, but the attention must ultimately go back to the product," said Reane.

The strategy appears to be paying off, as the executive estimated sales of 130 million euros, or $173.8 million at current exchange, this year, up from 6 million euros, or $8 million, seven years ago.

He said he plans to reach about 8,000 points of sale around the world with the Moschino line between Moschino boutiques and specialty stores. The first collection will comprise 60 models in a color palette revolving around Havana cream, black and red. Allison will revisit Moschino's iconic symbols, such as the heart, the peace sign and the question mark.

The line will retail for 130 euros, or $174, to 170 euros, or $227. Last year, Moschino reported sales of 78 million euros, or $101.4 million. Its licensing business registered sales of 200 million euros or $260 million.

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