The Italian hat supplier Borsalino is heading for China. For this purpose, the company has now entered into a partnership with the Essence Group.
The Chinese company is active in the marketing and sales of luxury brands and has more than twenty years of experience in Asia. The customer portfolio already includes labels such as Chanel, Prada, Loewe and La Mer. In the future, as part of the agreement, it will also “support the long-term development of Borsalino in the Greater China region”.
“This partnership allows us to invest in the development of retail in a structured manner,” said Mauro Baglietto, managing director of Borsalino, in a statement. “Our goal is to create a network of mono-brand boutiques that authentically express our heritage and build a direct, lasting relationship with Chinese consumers,”
The company says it intends to “build a solid and sustainable presence through a five-year growth plan.” This takes a retail-oriented approach and includes e-commerce in addition to the “opening of mono-brand boutiques in key locations and luxury centers”.
The project begins with the opening of the first official Borsalino store in Shanghai, planned for the first half of this year. The store should become an important reference point in establishing the brand on the Chinese market, according to a statement.
In parallel, Essence will lead Borsalino’s e-commerce strategy in China. According to the company, the next step will be to open an online flagship store later this year. The digital roadmap is complemented by targeted measures for customer acquisition and storytelling on important Chinese platforms such as Red, Douyin and WeChat. This is intended to ensure brand visibility and “narrative coherence at all relevant digital touchpoints”.
Alec Hou, the founder and CEO of Essence Group, acknowledged the new partnership. “Borsalino is one of those rare brands whose authority is instantly recognized by the most discerning consumers, even across cultures,” he said in a statement. The collaboration focuses on “creating a comprehensive framework.” This should “respect and protect Borsalino’s legacy and translate its relevance to a new generation of consumers in Greater China,” said Hou.
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