The Argentinian La Martina sportswear brand has recently announced a series of plans to increase their international visibility and key customer loyalty.

While aiming at increasing their global presence and open 30 stores by 2018 (out of which six will be in German speaking markets), they also want to increase their quota of women’s products and sales. “La Martina is a premium lifestyle brand with a real history behind it,” commented Bastian Ammelounx, new country manager for Germany and German speaking countries, who has previously worked for Ralph Lauren. “Consumers already know the brand, but we want them to become conscious about our true history.”

La Martina tailored by Timothy Everest
La Martina tailored by Timothy Everest
During the last edition of Pitti Uomo they also announced a series of initiatives strongly tied to the British world. They launched a new cool-chic and young capsule collection designed in collaboration with British bespoke tailor Timothy Everest, who is an expert in bespoke menswear and also previously collaborated with Superdry for the launch of a smart and more upmarket menswear selection of products.

La Martina also signed a new partnership with the Universities of Oxford and Cambridge. Thereby they want to supply these two prestigious university polo teams with the La Martina products. They also got the rights to employ their logos for decorating the La Martina products. In addition, they also want to organize events addressed to some of the brand’s VICs (Very Important Customers), top single local market personalities and store owners, to take place inside key locations of these universities.