US athletic sneaker brand Pony, born in 1972 in New York, is betting on a new expansion strategy in Europe. Thanks to Andrea Conidi’s Baco Distribution, a specialized agent in the premium fashion market and responsible for Pony’s distribution in Europe, Pony has launched its first exclusive sneaker collaboration model with Antonia, Milanese retailer running her two own boutiques and creative mind behind the luxury department store Excelsior Milan.

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The new limited edition sneaker model is a redesigned version of the iconic Topstar Greenwich bestseller in white soft Nappa leather with olive green elements. This sneaker was disclosed at the beginning of Milan Womenswear Fashion Week and retails at €250 in Antonia stores, Excelsior Milano and both respective web stores.

Pony Europe x Antonia
© Pony
Pony Europe x Antonia

This project will soon be followed by other special collaboration models to be sold through other exclusive retailers. “We are now working on different collaborations in more directions,” explained Conidi. “We want to work with image stores and must-go shopping destinations for fashion consumers and sneaker-addicted, and want to involve international personalities of the art, music, theatre and sports worlds.” 

“Consumers are asking for exclusive products and our aim is to continue collaborating with image stores - the main chance through which we can communicate with them. Pony is already considered as a brand alternative to international mainstream ones. Collaborations will help us making the consumer perceive this difference more and increase our brand perception and value,” adds Conidi explaining how in the ’70s Pony was the first to involve sports testimonials for image, fashion and urban campaigns, like, for instance, US football player Dan Marino portrayed when wearing leisure clothes and driving a cool image car.

Consumers are asking for exclusive products and our aim is to continue collaborating with image stores - the main chance through which we can communicate with them.

Andrea Conidi

Part of Pony’s strategy is to focus on both elite stores and more traditional ones. For instance, in Italy, they are selling to 200 general stores and 10 image ones, while they aim to sell to a total of 1,000 doors all over Europe and reach total revenues of €10 million by 2022. Right now this project is focused on Europe, especially Italy, France, Germany and Scandinavia. Starting from 2017 they want to expand all over Europe.

During the January 2017 edition of Pitti Uomo, Pony has also launched its first apparel collection offering Made in Italy sweatshirts, t-shirts and trousers according to the brand’s own origins and ’70s mood, reflecting most recent fashion-sport trends. This apparel collection was born in Italy but will also become available internationally very soon.

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