MILAN — While remaining firmly anchored in its Italian roots, fashion brand Peserico is steadily expanding its business outside national borders, eyeing further development in the U.S. and China, in particular.
A temporary store in Naples, Fla., will open on Nov. 1 and run until March 30, following the opening of a boutique in Palm Beach, Fla., on Oct. 19, a unit in Greenwich, Conn., in May, and a unit in East Hampton a year ago.
“We’ve always received great feedback from American customers as our product fits with and responds to that need for contemporary, casual, yet elegant looks for daily occasions,” said chief executive officer Riccardo Peruffo during an interview at the brand’s showroom here. The brand, founded in 1962 by his mother Maria Peserico, entered the U.S. in 1992, but the opening of Peserico USA and a showroom on SoHo’s Greene Street four years ago has accelerated the label’s development in the market, where it is available in 100 multibrand stores and, in particular, Peruffo underscored a solid business with 20 doors at Saks Inc.
The executive indicated that, depending on the performance in Naples, he could opt for a permanent banner there. He is also seeking a space in Palo Alto, Calif., with the intention of opening another store there as well as in another location in the U.S. “The fast-paced metropolitan bustle of a big city is not rewarding for our brand and we see that wealthy residential areas where we can create strong relations with our customers, who have the time to shop, are working for us,” Peruffo explained. “Our customers are loyal, and they come to us for our Italian quality.
“I like to define Peserico as ‘every day couture,’ with its soft colors, essential and elegant shapes for women of any age who like to feel chic and ready in any moment of their day,” said creative director Paola Peruffo. “The quality of our yarns and fabrics, often exclusive to us, are tied to a sartorial craftsmanship that we support from the Sixties as a family tradition.”
To help the brand further expand in the U.S., fashion veteran Graziano de Boni has joined Peserico as adviser and member of the board. De Boni was previously president and ceo for the Americas at Philipp Plein. Before this, de Boni served for four years as ceo of the North America division of Giorgio Armani Corp. until 2014. Other roles include president of Reed Krakoff; president and ceo of Prada USA, and president of worldwide sales, marketing and retail at Valentino as well as president and ceo of Valentino USA.
Peserico was created as a laboratory specialized in making trousers for women in Cornedo Vicentino, about an hour away from Venice, and in 1975, Giuseppe Peruffo, the founder’s husband and the executive’s father, joined in the management, launching the first collection under the Peserico moniker.
The link with the territory is an essential element and the brand’s more than 50 stores globally are a reflection of this. The steel of the artisans of Mestre, the oak wood, typical of the Vicentine mountains, and the marble of Asiago, are combined in the stores.
Peserico, which closed 2017 with consolidated sales of 60 million euros, has four stores and 150 wholesale accounts in Russia, which is a solid business, Peruffo said. The company also has a strong business in Japan, where there are 10 shop-in-shops and two monobrands stores at the Imperial Hotel Plaza and Hilton hotels in Tokyo and Osaka and Tokyo, respectively, and in Korea, where there are around 10 stores.
Peruffo said the company is growing its business in the Chinese market, leveraging the recently opened office in Shanghai. In that city, Peserico opened a boutique at the Grand Gateway 66 mall earlier this month. Two additional stores will open in China between the end of the year and the first two months of 2019.
The brand is also available in 1,200 multibrand stores around the world.
“Peserico is the expression of quality and craftsmanship we have in Italy and one of the added values of the brand is how the artisans we work with can customize and personalize our fabrics and models in different combinations,” the executive said. “We are trying to rediscover the techniques that characterize our artisans’ know-how.”
Retail prices range from $300 to $500 for pants, $600 to $800 for jackets and around $1,000 for coats.