Carlotta and Nicolò Oddi, the co -founders of Alanui, have acquired their majority stake in the Italian knitting brand. This was previously owned by the New Guards Group (NGG), a Milan production and sales company that belongs to Farfetch.
After completing the transaction, Alanui will run his business independently, from operational operation to sales. While Carlotta Oddi keeps the position of the creative director, Nicolò Oddi will continue to act as managing director. From the spring/summer season 2026, Alanui’s men’s and women’s collections will be sold directly from the brand via a showroom in Milan.
“We are working on many exciting projects that aim to increase our international visibility,” said the founders. “Building on our strong positioning in the luxury segment, we want to organically expand our business, whereby we attach great importance to maintaining the exquisite quality that is closely connected to Alanui.”
At the end of 2017, NGG acquired a majority stake in Alanui and thus included the brand into the ranks of the group’s portfolio brands such as Palm Angels and Ambush. However, NGG later got into financial difficulties after the parent company Farfetch was taken over by the South Korean coupang. Coupang mainly focused on Farfetch’s e-tail business, which made the future of NGG uncertain.
Media speculations that NGG was unable to pay for a royalty fee of around $ 300 million to his business partner Authentic Brands Group were followed by the news that the company in Italy had applied for bankruptcy protection. The procedure enables the company to continue to be active on the market and at the same time drive a restructuring.
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