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MILAN — Marni has plans to expand its foothold in men’s wear and has inked a partnership with Tomorrow London Ltd., which will distribute the Italian brand’s men’s collections globally, starting with the fall 2014 season.
This story first appeared in the December 11, 2013 issue of WWD. Subscribe Today.
“We strongly believe in the potential of our men’s wear line, and Tomorrow will help us expand in an international market, similar to our women’s division,” Marni chief executive officer Gianni Castiglioni told WWD, noting that the brand’s men’s line is already “strong” in Asia. “We are counting on Tomorrow to penetrate department stores around the world and expand in Europe and the U.S., for example.”
The line is available at 90 points of sale around the world, including Saks Fifth Avenue, Jeffrey, Selfridges, Le Bon Marché and Isetan. That number is expected to increase to 250 to 300 through this partnership.
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At the same time, the executive revealed that the company will transform the former Edition store in New York’s Meatpacking District into a men’s flagship next year and it plans to open a boutique in Shanghai dedicated to men’s wear in 2014. “We have somewhat underestimated our men’s line but we are now paying great attention to its development,” said Castiglioni. There are currently three men’s shops-in-shop in Japan, which he said are “working very well.”
Marni’s men’s division last year accounted for 3 percent of sales and the company plans to boost the category to account for 10 percent of revenues in two or three years, Castiglioni said. The company’s sales last year totaled 130 million euros, or $166.4 million. Men’s wear sales of the spring collection increased 50 percent over the previous year.
“The trend is very positive and we have decided to leverage it,” said Castiglioni, whose wife Consuelo is creative director of the brand.
“My partners and I in Tomorrow [Saturday Group and Giancarlo Simiri] are honored to work with one of the most interesting Italian treasures and to add this prestigious Italian brand to our portfolio of international designers,” said Stefano Martinetto, ceo of Tomorrow London Ltd.
Marni will next present its men’s collection at the brand’s showroom in Viale Umbria 42 on Jan. 12.