Genny RTW Fall 2018

MILAN Swinger International is setting expansion plans, starting from revisiting its company structure.

Founded in 1971, the firm operates the Genny women’s fashion label in addition to producing and distributing under license the collections of Versace Jeans Couture and Cavalli Class. As reported, earlier this month Swinger International has added Automobili Lamborghini to its portfolio, signing a licensing agreement for the development, production and distribution of the luxury car company’s men’s wear line that was first launched in 2014.

The family business helmed by Mathias Facchini has “changed the holding of reference,” switching from the Facchini Dino & C. Srl co-owned by Facchini, his brother Manuel and sister Masha, to the new Novalux holding entirely owned by Mathias Facchini.

In particular, the new company controls 97 percent of Swinger International, 70 percent of Padova, Italy-based footwear and leather goods manufacturer Brands Industry and 100 percent of Genny.

Facchini’s takeover and company rearrangement follows the exit of his brother Manuel from Swinger International to establish the separate Byblos Srl firm, operating the Byblos brand and the Manuel Facchini label.

“This move simplifies our company layout and represents the base to set our future growth,” said Novalux chief executive officer Mathias Facchini, who forecasts to end the year registering an overall turnover of 90 million euros.

“Our main goal for 2019 is to reach and exceed the 100 million euros turnover benchmark,” he continued, adding that he’s also open to widening Swinger’s portfolio with “international brands we can help to develop and enhance with medium-long-term partnerships.” In addition, Facchini said he’s considering a possible IPO in three to five years as a longer-term goal.

“For the moment, our mission is to further expand the distribution of our brands,” Facchini continued, underscoring the positive moment of both Versace Jeans Couture — “we are benefiting from the fashion house’s strategy of merging the Versus and Versace Jeans lines into just one brand aimed at a younger, contemporary target,” — and Cavalli Class.

“As for our newly launched partnership with Automobili Lamborghini, we will debut the first fruits of this collaboration on Jan. 10 during Pitti Uomo, flanking the presentation of the fall 2019 collection with a cocktail event,” said Facchini, adding that the brand has been positively received by the Middle Eastern — especially Dubai — and Far Eastern markets so far.

Investments for over 1 million euros will contribute to the international expansion of the Genny label, which Swinger acquired from Prada Group in 2011. The brand’s distribution network currently counts three direct stores in Milan, Rome and Forte dei Marmi, in addition to 150 sale points among department stores and specialty stores globally.

Beside the domestic market, the Middle East, the U.S. and Russia are the key areas where Facchini aims to increase the brand’s presence. “The next store we will open will be for sure abroad. We would like to open a unit in Los Angeles by the end of 2019, but this is still a work in progress,” said the executive, mentioning London and Paris among other possible options.

In addition, the brand plans to revamp its online store and social media accounts to further enhance the engagement with customers.

load comments
blog comments powered by Disqus