MILAN — Italian outerwear brand Add is relaunching under a new owner and management team.
In June, the company’s Cittone founding family sold the brand to a group of Italian private investors, who tapped Macodou Fall as chief executive officer of the label. He previously held the role of general director at luxury footwear brand Alberto Moretti and accessories house Zagliani.
Fall is supported by a management team, which includes Andrea Coscenza, who oversees the brand’s international development, and financial director Giampaolo Cogliati. At the same time, designer Yossi Cohen returned to Add, which he exited in 2013, in the role of creative director.
Starting with the fall 2020 season, Add will reintroduce the men’s line, which was discontinued for a couple of seasons, and will be presented with an event in Florence in conjunction with Pitti Uomo in January.
In addition, with the fall season, the brand will debut the Add Forecast capsule, where a high-tech approach is combined with the use of special fabrics for a unisex high-end offering showing a fresh, young urban look.
“We don’t plan to radically revolutionize the company, we want to work in continuity with the past,” said Fall, adding that Italy and Russia are the main markets for the brand. “The rest of the world still needs to be conquered, which is a great opportunity for us.”
In order to boost the company’s internationalization process, Add has recently signed agreements with distribution partners in France, Japan and the U.S.
The brand is available in 600 stores, but according to Fall, the goal is to edit the wholesale network “to elevate the quality of the clients and enter more prestigious stores.” According to the executive, Add expects to be available in 1,000 shops in the world.
Except for a factory store in Milan and a shop at the Vicolungo shopping outlet, Add currently does not operate a retail channel.
“We strongly believe in the online business and we are making important investments to boost it,” said Fall, who also added that the commercial strategy of the company includes the opening of pop-up shops. “We want to be flexible also considering the tight seasonality of our product offering.”
To be competitive on a global scale, Add is also revamping the style and design of its collections under the expert lead of Cohen, who in the past worked for several houses, including Ballantyne, Gas and Desa Nineteenseventytwo.
“As we are streamlining the distribution, we are bringing back precision at a creative and stylistic level,” said Cohen, who cited “lightness, clean design and the concept of urban puffer” as the key values which the company leveraged in the past to build its success. “The ultimate goal is to return to being considered the leaders in the urban puffer business.”
Retail prices range from 350 euros to 900 euros with an average of 500 euros. “One of our strength is the value for money of our product offering,” Fall said. “Our goal is definitely not to increase prices, but to widen the range with a competitive entry price and more luxurious designs.”