At the end of last year, Turin-based BasicNet acquired Woolrich. The acquisition strengthens a portfolio already rich in cultural heritage. The US brand’s passion for authenticity and outdoor tradition fit well with BasicNet’s existing brand portfolio, which includes Kappa, K-Way, Superga and Sebago. At the ongoing Pitti Uomo men’s fashion trade fair in Florence, the new owners of Woolrich spoke about their vision, the opportunities for the brand and the planned direction.
Rich archive should shape more modern product approach
During a press conference, Lorenzo Boglione, Co-Chief Executive Officer (CEO) of BasicNet, said it was an honor and a great responsibility to take the reins at Woolrich. He described himself and the company as “guardians of the brand”. “We have to take care of ourselves [die Marken] and ensure that they develop commercially within the boundaries of their history,” he explained, pointing to archive and heritage products presented in the Woolrich exhibition area. This suggests that the brand archive will significantly influence product strategy in the future.
Marco Tamponi appointed Global Brand Manager
The turnaround will be led by Marco Tamponi, who has been appointed Global Brand Manager for Woolrich. Tamponi has been working at BasicNet for over eight years. Initially he was responsible for the development of the Sebago brand, later taking on the position of Creative Director and Global Brand Manager for other brands in the Italian group’s portfolio. Woolrich is now the latest addition to his responsibilities, which also include Superga and Sundek. BasicNet took over the latter in December.
“Marco’s job will be to navigate this overwhelming story. We need to make sure we make it contemporary, wearable and interesting for the end consumer,” added Boglione. “We’re thinking long-term. We’re not in a hurry. We’ll take it step by step, but of course we have ambitious plans.”
In his own statement, Tamponi highlighted Woolrich’s rich history, dating back to its founding in 1830, and its influence on future collections. “The big challenge will be to translate all this heritage and history into a contemporary mindset of outdoor lifestyle. We want to create a complete brand that stands out through outerwear,” he said. “It will also offer a remarkable range of ready-to-wear, inspired by the tradition of printing.”
Great Britain and France as growth markets
When it comes to business strategy, the BasicNet team says they rarely formulate strict plans, preferring to rely on their gut feeling. Although Woolrich has shrunk to half its size in recent years due to a difficult period, the brand currently still operates around 20 stores in Italy, Germany and the Netherlands – the company’s largest markets. However, Boglione sees potential to expand footprint and grow globally, particularly in the UK and France.
“We as a group can help the brand grow over the next decade,” Boglione said. “We’re not just looking at next year or the year after that. We’re really planning to restructure the brand for the long term.”
Ole Spötter, Managing Editor of FashionUnited for Germany and Switzerland, took part in the press conference at Pitti Uomo in Florence.
This article was created using digital tools translated.
FashionUnited uses artificial intelligence to speed up the translation of articles and improve the end result. They help us to make FashionUnited’s international reporting quickly and comprehensively accessible to a German-speaking readership. Articles translated using AI-based tools are proofread and carefully edited by our editors before they are published. If you have any questions or comments, please email [email protected]