Peuterey to Open 22 Monobrand Stores in South Korea by 2026 – WWD

MILAN — Outerwear specialist Peuterey is heading into 2023 with extra confidence because it pressed on by way of the pandemic and located new development internationally.

“We’ve lastly achieved a strong world technique, though we’ve at all times had the strongest footprint in Italy,” mentioned Francesca Lusini, the corporate’s president.

Though the corporate’s fiscal yr ends March 31, 2023, Lusini forecast revenues to hit 68 million euros, up from 59 million euros in fiscal 2021.

She pointed to sturdy recognition in German-speaking nations and the Benelux space, the place the model “is consolidated and never seen as a start-up,” she mentioned.

A strategic push in South Korea is predicted to considerably increase total gross sales, as the manager mentioned the nation accounted for 7.5 million euros in revenues in fiscal 2022, with plans to achieve the 21.5 million euros threshold in 2025.

The efficiency is to be boosted by a strategic partnership sealed with a neighborhood distributor for the opening of twenty-two monobrand shops inside department shops and malls. The newest opening in King Wang Jlang follows eight models that already bowed in Seoul.

The nation represents a stepping stone for the Asia area, as Peuterey plans to ramp up its presence in Japan from 2023, forging an alliance with its native distributor AOI to place the label at premium department shops and specialty boutiques earlier than rolling out flagship shops starting in 2024.

The retail rollout in Asia enhances Peuterey’s wholesale-oriented technique elsewhere.

“We’re decidedly wholesale-oriented and have at all times solid sturdy ties with our purchasers, and even all through the COVID-19 pandemic we safeguarded our community supporting them,” Lusini mentioned. “It paid off, as we’re perceived as dependable,” she added.

Final September the corporate obtained the SA8000 certification for its social sustainability efforts, particularly geared toward its workforce and suppliers.

“Once I began in my position, I felt there was misalignment between the corporate and retailers as we’d ship out visible merchandisers, inquired about sell-outs, it was an outdated method, when in the long run the communal purpose is clients’ satisfaction,” she defined.

A push of instantly operated retail shouldn’t be fully off the desk however must be supported by different strategic investments, in product improvement and communications, the president famous. The model operates two shops in Paris and Milan.

Peuterey is engaged on increasing its providing to different classes. For spring 2022, the model debuted its first footwear assortment and it plans to introduce small equipment geared at life within the outside for fall 2023.

Focusing on Gen Zers, the corporate’s fall 2022 advert marketing campaign, developed by Armando Testa, centered on uniqueness and is flanked by the lately launched digital venture envisioned by the Italian social media star, actor and writer Paolo Stella, a longtime model collaborator, who invited 5 stylists to seem in photos styled by themselves.

Along with the flagship model, the family-run Peuterey Group includes outerwear manufacturers Geospirit, Dekker and Submit Card. The final label, an Italian luxurious sportswear specialist widespread within the ’80s for its high-end, elegant ladies’s winter jackets, was acquired by the group in 2012 and has loved momentum within the U.S. Lusini mentioned it’s now prepared to deal with the home and European markets once more.

On the identical time, the corporate is urgent on with Geospirit’s absolutely sustainable ethos — from materials sourcing to manufacturing processes and packaging — and investing in advancing the eco-bent of Peuterey, too.

“We’re at all times on the hunt for supplies which might be both recycled or apt for waste- and carbon-minimizing processes,” Lusini defined, citing examples together with using Econyl’s regenerated nylon, recycled down and the Peuterey Recycle assortment crafted from textiles and paddings from manufacturing waste.