MILAN — The Norma Kamali brand is back and once again available in Europe, Russia and the Middle East. Brama Srl has inked a renewable, three-year deal to distribute the American label’s collections in the regions, starting with the resort 2014 season.
This story first appeared in the July 23, 2014 issue of WWD. Subscribe Today.
Originally founded as a textile manufacturing company in the Modena, Italy, area, Brama started its distribution activities in 1990 — building a portfolio that includes Current/Elliott, J Brand, Equipment, Joie, James Perse, Enza Costa, and Mother. The firm will distribute all collections under the Norma Kamali moniker, from KamaliKulture to ready-to-wear and the Swimwear, Sweats and Active lines. Retail prices range from a minimum of 120 to 300 euros, or $162 to $406 at current exchange.
Renzo Braglia, chief executive officer of Brama, told WWD that 100 points of sale in Europe, the Middle East and Russia are to carry the brand initially and that it has the potential to reach 350 units. “I am very confident; the label has this New York essence that is close to the Europe sensibility,” said Braglia. “[The designer] is very attentive to the needs of customers and to the evolution of society. She is very innovative — she was one of the first to have a Web site in the mid-Nineties. Her clothes are essential but with important concepts.”
Braglia said the brand had not been available in Europe since the Nineties, once it lost its licensee, the Italian Zamasport Group. In 2000, Gucci Group purchased the division of Zamasport that had produced and distributed Gucci’s women’s rtw collection under license in a bid to protect its brand image.
Despite the “static” European market in the past seven years, said Braglia, Brama has “seen a constant increase.” Sales are expected to total 40 million euros, or $54.1 million, in 2014 compared with 32 million, or $43.3 million, in 2013.