A look from the Marina Rinaldi Herbarius 2016 collection.

MILAN — After launching its online store in Europe two years ago, Marina Rinaldi is expanding its reach to the U.S. The new e-commerce site will be unveiled today.

The company, controlled by the Max Mara group, will offer collections branded Marina Rinaldi and Persona by Marina Rinaldi.

“Our business in Europe has been growing very significantly and we have very high expectations,” said Lynne Webber, managing director of the brand. “We felt very strongly about opening to the U.S., where the potential of the community is statistically very high, with the highest percentage of plus-size women, significantly higher than in Europe.” Webber said the site “paves the way,” and that the brand has much to offer to American consumers in terms of “fashionable quality.”

“We feel the online store will support our wholesale expansion and will help us grow in the U.S.,” she observed. The company has two stores in the U.S., located in New York and Beverly Hills. The brand is also available at select department stores — online and on the floors.

In Europe, Marina Rinaldi’s online store has grown at a 50 percent clip per season. “It’s rapidly becoming our first channel,” said Webber, who noted that the company is expanding its catalogue and increasing its assortment across the board.

A special section will be dedicated to new arrivals for a constant flow of new products. The site offers services such as the Tailored Experience, a tool that provides help from a personal stylist, or allows consumers to book visits to the stores outside normal hours. An area is dedicated to ad campaigns, magazines, special events, as well as the history and news of the brand

To celebrate this launch, Marina Rinaldi has created Herbarius 2016, a limited-edition capsule in different and unusual colors. This is a small collection of tops in very light silk showing a hydrangea motif, to be available exclusively online in the U.S., Europe and Italy.

“We wanted to give a special message, exclusive to the channel,” said Webber. “The idea is to develop exclusive prints for very easy styles that we know work well on all kinds of physiques.”

Marina Rinaldi has also been investing in raising the visibility of the brand globally. Last year, it tapped Patricia Arquette to front its fall advertising campaign, photographed by Bruce Weber. In July this year, it launched an advertising campaign for fall photographed by Ellen von Unwerth, who also appeared in the images with Alessandra Garcia Lorido.

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