May 9, 2023
Italian high-end menswear label Corneliani is in the midst of a fully fledged relaunch, and has kicked off a new, strategic expansion project in North America. The plan involves every aspect of the label’s business, from collection design and distribution to cross-channel marketing and advertising initiatives.
Corneliani has posted positive performances in recent seasons, and its revenue is currently on an upward trajectory, growing by 40% over last year. Building on these results, and in order to foster growth in North America, the label has recently signed a partnership deal with Triluxe, a retail distribution group which has been active in the premium and luxury menswear segments in the USA for over 20 years.
In a press release, Corneliani stated that the new expansion strategy will be developed jointly with Triluxe to cater to the specific needs and tastes of US consumers: lightweight fabrics, innovative materials, comfortable fits and vibrant colours will be the foundational codes of Corneliani’s contemporary city and travel style.
In North America, Corneliani is currently distributed via 60 stores, between multibrand menswear retailers and selected department stores. Triluxe will set aside an ad hoc section of its Manhattan offices to showcase the Corneliani collections. The label will also concentrate on the e-tail channel, where it is currently growing by 57% on an annual basis, chiefly in the UK, USA and the Netherlands. Corneliani is currently available at over 750 retail outlets worldwide, between multibrand retailers, concessions and franchised stores.
The label is starting its commercial campaign for the Spring/Summer 2024 pre-collection in mid-May, and has confirmed it will exhibit at the Chicago Collective Men’s Edition 2023 trade show in August.
Another novelty for 2023 will be the launch of the Gent’s Club [sic] programme, inspired by Italian lifestyle and bespoke tailoring. It is a global project that will be first introduced in North America in H2 2023, with the goal of sharing the Corneliani experience of high-quality Italian tailoring via a loyalty programme featuring exclusive services and benefits.
“North America is one of the markets with the highest growth potential for our brand,” said Giorgio Brandazza, CEO of Corneliani. “We are confident that the omni-channel strategy conceived for this specific region will ensure a solid and sustainable penetration for us at a time of enormous opportunities. The collaboration with a valued partner like Triluxe is only the beginning of a broader plan that will soon lead us towards other prominent markets worldwide,” he added.
“Corneliani is an emblem of Italian style across the world, and its unparalleled tradition in sartorial menswear will be a major driver for our common mission,” said Rian Gardiner, Triluxe’s co-founding partner and vice-president. “Our expertise and widespread knowledge of the market, alongside the close synergy between our respective staff, will allow us to strengthen the brand’s visibility and expand its product range and horizons at a very buoyant time for the luxury sector in North America,” he added.
A few months ago, Corneliani announced it was also boosting its position in India, where it was first introduced by Blues Clothing Company in 2009. The Italian label signed a partnership deal in 2021 with OSL Luxury, a newly formed subsidiary of the Orissa Stevedores Limited group catering to the premium fashion segment, which will manage Corneliani’s retail operations in India.
With Corneliani, OSL Luxury is planning to focus chiefly on Mumbai and Delhi, two markets where the label is making significant inroads, as Salesh Grover, commercial director of OSL Luxury, recently told FashionNetwork.com. OSL Luxury has introduced Corneliani on multibrand e-tailer Tata Cliq Luxury, and is concentrating on online sales to expand the customer base in India.
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