After 20 years honing its apparel skills in Europe, Beretta is taking aim at the American market.
This story first appeared in the January 23, 2014 issue of WWD. Subscribe Today.
The 500-plus-year-old company, whose primary business is firearms, has offered apparel targeted to hunters and outdoorsmen in its own stores for more than 20 years. For fall, Beretta is expanding its offering to a full lifestyle collection for men and women and bringing it to the wholesale market for the first time.
The line will be introduced at the MRket show in New York next week and will also be shown at trade shows in Chicago and Las Vegas.
“We’ve always been strong in technical apparel for hunters,” said Tino Girombelli, senior adviser for clothing and accessories for Beretta USA. “Now we’re entering the apparel market with our Vintage collection.”
The Vintage line includes outerwear, sport coats, knitwear and shirts in waxed cotton, dyed boiled wool, fine cottons and cashmere fabrics in dark earth tones with a shot of color. Because of its outdoor heritage, the heart of the line is jackets, Girombelli said, but regardless of classification, the collection offers technical features with an “Italian design aesthetic.” The line is manufactured in Italy and retails for $295 to $995, depending upon fabric. Girombelli said the target distribution is specialty stores and upscale department stores.
Beretta, which is owned and operated by the 15th generation of the Beretta family, has a store at 718 Madison Avenue in New York, as well as units in Dallas, London, Paris, Milan and Buenos Aires. It was founded in 1526.