Italian swim brand Arena is expanding its range with a ‘beachwear’ collection and is also collaborating with The Woolmark Company for a capsule.
The new collections are set to be presented for the first time next week at the Pitti Uomo menswear fair, Arena said. The swimwear specialist, which was founded in 1973 by Horst Dassler – son of Adidas founder Adolf Dassler – is thus also celebrating its 50th anniversary.
The new ‘Beachwear’ collection for SS24 includes swimsuits, outerwear, bags, sweatshirts, t-shirts, bermudas, trousers and mini dresses. In addition, there will be various accessories to round off the collection.
“We aim to position Arena as a mid-to-high-level reference brand in the beachwear lifestyle world,” said Giuseppe Musciacchio, Deputy CEO of Arena. “We believe our expertise in the world of competitive swimming provides a strong differentiator to appeal to the part of the market where performance and lifestyle are increasingly going hand in hand.”
Quintin Michael Donders will be responsible for the new area as Head of Beachwear. He brings “extensive experience in managing the growth of global premium brands,” according to Arena
Collaboration with The Woolmark Company
Together with the organization The Woolmark Company – which works with Australian wool producers to study, develop and certify Australian wool – Arena is presenting a capsule collection at Pitti Uomo, which follows on from the ‘beachwear’ collection. The focus is on swimsuits made of merino wool.
The developed material is light and compact. This should dry quickly and be resistant to salt water and chlorine. The fabric used for men’s and women’s pieces also offers natural elasticity, breathability and UV protection.
“The collaboration with Arena once again underlines the versatility of wool, including in unexpected contexts such as beachwear,” said Francesco Magri, Regional Manager for Central and Eastern Europe at The Woolmark Company. “And it is precisely this extraordinary fabric’s unique properties and the fact that it is a natural material that makes it a key ingredient that can both deliver performance and be a responsible choice for the planet.”
Arena plans to triple beachwear sales
The launch of the new collection will be accompanied by a “global distribution development plan” which is expected to result in beachwear sales trebling in the first year.
“Local expansion” is planned, focusing on travel retail, a choice of resort locations and international department stores. Online, the company relies on trading partners such as Farfetch.
Strong markets such as Germany, Italy and France play an important role for Arena. However, new markets such as Brazil, Australia and South Africa are also to be reached.
About arena
Arena is based in Tolentino, in the Marche region of Italy, and is represented in 128 countries – five of which are direct markets. In 2022, the company achieved sales of 141 million euros.