The online store, entirely developed in-house by the brand, carries the label’s full collections and will soon include an area dedicated to custom-made orders.
“I opened the e-commerce because I wanted to give my customers the chance to shop the entire collections and not only the options carried by each multibrand store,” Ruffini Stoppani explained. “My dream is to develop an online atelier, where women can order their favorite pieces, choosing among a range of fabrics, colors and details.”
Revealing that she is already working on the project, she highlighted that her desire is to be able to deliver each customized order in a week or two. “We are actually trying to establish a fast and flexible dedicated production chain,” she said. “If people have to wait too long, I don’t think it makes sense.”
The collections are sold in about 140 multibrand stores, including luxury online boutiques, such as Net-a-porter, Mytheresa and Matchesfashion.com. “This is where we make the biggest numbers,” she said, referring to the online stores. In the span of five seasons, F.R.S. has built a business with its high-end, rich pajama sets crafted from exclusive fabrics. The textiles, especially sumptuous silks, are all drawn by Ruffini Stoppani herself in collaboration with a number of Como-based specialists.
Along with pajamas, the designer enlarged the line with a range of robes, which can also be worn as maxidresses and overcoats.
“Everybody is doing the pajama sets now, so what’s crucial for us, instead of focusing on the single item, is to continue developing our own aesthetic based on a concept of precious, elegant loungewear,” explained the designer, who is married to Moncler’s chairman and chief executive officer Remo Ruffini.
The pajama sets and the robes, all retailing at an average price of 1,000 euros, or $1,100 at current exchange rate, are particularly successful in Europe and the United States. “We have also recently entered the Middle Eastern market, while the Far East is more difficult for us, probably for cultural reasons,” the designer said.
According to Ruffini Stoppani, F.R.S.’ business has grown 30 percent each season.