Rifle SS
Rifle SS'15

30 Jun. 2014

Rifle celebrates its relaunch in Florence

Italian jeanswear brand Rifle continues its relaunch operations after the founding of the new company Rifle Srl in January 2014. Some first positive results and new strategies were announced during a party held in Florence on the first day of Pitti Uomo.

As explained by Antonio Arcaro, CEO Rifle Srl, the first three months of 2014 have registered a double digit increase in sales. “We expect to close 2014 registering sales similar to 2013, that is around €30 million, while reaching black figures in order to cancel the about €6 million losses we had registered in 2013. “ And continues: “By 2015 we also expect to register a growth in sales thanks to a cutting of fixed costs as well as an overall restyling and refocusing of the collection, new marketing and communication strategies, as well as new wholesale and retail operations.”

The new collection debuting for s/s 2015 was presented during the hip event hosting soul singer Craig David. It is now characterized by a redesigned and more modern logo and a collection made up of about 140 items for men and 140 for women, including 30% denim items and 30% tops. It is aimed at a transversal target of 30-50 year-old consumers and sold at a 10-15% higher price point than before. Fits are comfortable and not exasperated. At present Rifle mostly sells to men (70%) with the intention to increase their womenswear sales.

The brand is now sold 90% in Italy, though they expect to expand to the Ukraine, Bulgaria and Eastern Europe while also reinforcing their presence and opening franchising stores in Russia, Belarus and Bulgaria. After a recent redesign of their website they will also start selling via e-commerce from September 2014.

Rifle relaunch pool party during Pitti
Rifle relaunch pool party during Pitti

Maria Cristina Pavarini

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