Collesei joined the label this fall from Viktor & Rolf, also controlled by the OTB group, founded by Renzo Rosso. Paula Cademartori sold an undisclosed stake of her namesake firm to OTB in October 2016.
“The first year with OTB was a settling-in period since we had to adapt to a bigger structure and now, with the lead of a new, skilled chief executive officer, we are ready to kick off a new growing phase,” said the Brazilian designer.
The first big step in the brand’s strategy is the launch of a new web site and online store, powered by Farfetch, which will go live on Wednesday.
“In addition to strengthening the brand’s presence in the already established areas, the new e-store offers a complete and engaging shopping experience that will allow us to broaden our reach in strategic markets such as Europe, Latin America, the Middle East, South Korea, China and the United States,” said Collesei.
According to Cademartori, the web site, which shows colorful, ironic and eye-catching images shot by Italian photographer Alberto Zanetti, will offer a same-day delivery service for Milanese customers and will also feature exclusive capsules designed for the online channel.
During Milan Fashion Week, where Cademartori decided to skip the usual press presentation, the brand opened a one-week temporary store inside department store Rinascente.
“It was a great experience and we got great feedback,” said Cademartori, who added that the e-store will be instrumental in reaching those final customers located in areas where the brand isn’t sold. The label is currently available in 76 multibrand stores in the world.
Cademartori, who launched her label with bags only, introduced shoes two years ago and the footwear division currently accounts for 40 percent of the total business.
“We are currently working on the next spring collection,” said Cademartori. “This will mark an important phase of the brand since we are expanding our offering to include more affordable entry price pieces which will enable us to reach a wider audience.”