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Freddy Opens in U.S.

The Italian activewear brand is planning to open about 12 doors in the U.S. by the end of the year.

MILAN — Freddy is taking on the U.S. market.

The Italian activewear brand, which recently opened its first American store in Washington’s Montgomery Mall, is planning to open about 12 doors in the U.S. by the end of the year. New retail locations will include Miami’s Lincoln Road, SoHo in New York, Chicago, Boston, Las Vegas and Los Angeles.

For its expansion in the U.S., Freddy will focus on pants and in particular on the company’s patented bestseller “Wr.Up,” a jersey trouser with a body-shaping function. According to the company’s founder, Carlo Freddi, since the launch last October, Freddy has sold more than 100,000 pieces of the style, which retails between $99.90 and $129.

“To succeed in the U.S. market, it is necessary to bring new, trendy ideas,” said Freddi, showing confidence in the appeal that the “Wr.Up” pants could have with American customers. In fact, Freddi revealed that the shaping style has already been introduced in some multibrands stores across the country with good results.

Freddy, which posted sales of 55 million euros, or $72.6 million at average exchange rate, last year, aims to generate revenues of more than $10 million within three years in the U.S., bringing the American market to second place, tied with Russia behind Italy.

The company, which operates 20 stores in Italy, along with 11 doors in Europe, is gearing up to unveil six more units across Italy.