MILAN — Moncler will next month debut a line called Moncler Grenoble during New York Fashion Week.
This story first appeared in the January 21, 2010 issue of WWD. Subscribe Today.
The name derives from the French town where the brand originated in 1952 and the lineup of 100 pieces will spotlight technical ski gear fit for the slopes and an après-ski stroll.
“I wanted to return to the Moncler heritage, to alpine sports, to the mountain traditions and to the Sixties,” said Remo Ruffini, president and creative director of Moncler. He added that the company is still mulling whether to do a runway show or a presentation.
High-performing technical aspects such as Teflon-coated Irish tweed pants are key to the new line, which will also offer edgier designs than competitors.
Ruffini expects 300 sales points to pick up the Grenoble line, including skiwear stores and fashion venues. Retail prices span from $500 to $1,000. He said it was premature to discuss sales projections.
The executive stands behind the idea of an initial public offering for Moncler, which is being championed by Marco De Benedetti, managing director of buyout at The Carlyle Group’s Italian division. The private equity firm has a 48 percent stake in Moncler. “I’m expecting Carlyle to be on the way out in 2011 and Moncler is a healthy company that keeps growing so it makes sense,” he said.
In 2009, Moncler posted sales of 370 million euros, or $521 million, at current exchange rates, a 23 percent increase compared with the previous year. De Benedetti declined to comment on the IPO.