Corneliani revamps strategy thanks to Investcorp

With their blessing from Investcorp, storied Italian fashion house Corneliani will be taking on a new business model. Investcorp recently acquired majority stake in Corneliani for 88 million Euros.

Now, the brand is getting a whole new image as they roll out a new logo, expand their e-commerce, develop a new retail concept and return to Pitti Uomo. Despite their new approach and goals for bringing in new customers, Corneliani still wants to stay true to their brand at its core and not imitate any other luxury fashion houses.

Corneliani gets a new business model

"It is not our interest to imitate Gucci or Prada," said Stefano Gaudioso Tramonte, general merchandising manager and style director of Corneliani. "What we focus on is an evolution from who we are and from our customer-type, a man of classical and sophisticated style, in love with Italian style but in search of a more contemporary approach."

Currently, Corneliani's tailoring accounts for 60 to 70 percent of their business. They are hoping to introduce more sportswear to the brand, as that is obviously the direction menswear is headed in.

North American is Corneliani's next big target, as that currently only accounts for 9 percent of their business globally.

Hopefully their new image, coupled with a plan for expanding their U.S. retail presence, will bring them the robust growth they are hoping for.

photo: via Bloomingdales.com