MILAN — Moncler is entering the South American market with the opening of its first boutique in São Paulo, within the upscale JK Iguatemi mall.

This story first appeared in the January 30, 2014 issue of WWD.  Subscribe Today.


The 864-square-foot unit carries Moncler’s apparel, footwear and accessories for men and women, in addition to a selection from the technical Moncler Grenoble line.


Moncler chairman and managing director Remo Ruffini characterized the opening as “the first in this vast market which offers enormous potential.”


The store was designed by architect studio Gilles & Boissier, with light Calacatta marble on the floors, glass and metal displays, and French wood paneling in light oak for walls and ceilings.


Moncler is available in 66 countries in the world through a distribution network that includes 122 freestanding stores, including Milan, Paris, New York, London, Hong Kong and Tokyo, in addition to ski resorts such as Aspen, St. Moritz, Cortina and Courmayeur.


Andrea Tieghi, senior director of retail business and development, said last month that the company has been opening 20 stores a year since 2010 and plans to continue to do so.


Moncler wholesales to 1,800 multi-brand stores, down from 3,000 in 2005, as a consequence of a selective distribution strategy. Retail sales in 2012 accounted for 51 percent of revenues compared with 27 percent in 2010. As of September, like-for-like sales in directly operated stores grew 18 percent compared with the same period the previous year.


The company, which began trading on the Milan Stock Exchange on Dec. 16, has grown 32 percent in the past three years, reaching sales of 489 million euros, or $626 million in 2012.

RELATED CONTENT: Moncler Gamme Bleu Men’s RTW Fall 2014 >>