For our brand new Italian Issue we talked to several insiders and industry veterans. Renzo Braglia is one of them. He is CEO of Brama Group, another top name amongst Milan's 110 multibrand showrooms we want to introduce within our fourth-part serie.
Brama Group has a long historic background: originally born as a knitwear manufacturer in the 1960s in Modena, Emilia Romagna, it became a point of reference in the fashion industry when it started distributing brands in 1992. Today, Brama has showrooms and directional offices in Paris, Madrid, Copenhagen, Anversa, Dusseldorf and Munich. The most recent flagship showroom was inaugurated last September on Porta Venezia in Milan. “Our plan is to become a point of reference for American companies and brands in Europe,” says Renzo Braglia, Brama’s CEO. Brama represents selected brands such as Lista, Equipment, JBrand, Frame, Opening Ceremony, Mother, Norma Kamali, Enza Costa, ATM, Thomas Melillo and Local Authority.
“We choose our brands very carefully, in order to create mutual synergies and opportunities among them,” explains Braglia. “We work with 800 selected top stores worldwide in 62 countries at the moment.” With the stock and reorder program, Brama protects its clients taking the usual retail risk of having to deal with stock that cannot be sold. Brama buys American brands and stocks the collections so that retailers can buy them directly from it, either during the promotional campaigns or during the season.
The group has also recently launched two of its own brands: luxury knitwear brand Fine Edge and Frida Muse, focused on suede and leather trousers. “Our focus is on the brands,” says Braglia. “We not only trying to sell them, but we want to give them an added value by building their identity, and suggesting marketing and communication strategies for them.”
Milan plays an important for these strategies: “We opened our newest showroom last September in Milan because we believe this city is unique in Europe: after the 2015 Expo, it was reborn and its economic activities were relaunched. At present Milan is experiencing a faster evolution than any other city in Europe. We want our showroom to be in Milan and become a headquarter for fashion clients and insiders, something like a laboratory of ideas and suggestions, and of course a place where you can make business, too.”
For Brama Group it is very important to keep investing in Italy, not only as it’s its native country, but also because it is still the place where fashion ideas grow and generate trends. “It is very important for us to invest in Italy at the moment, especially in the sportswear segment. The sportswear market is evolving and growing, and it’s focusing on unique and high quality products that give customers a sense of identity. We target people who know what they want and look for the best they can get. We believe contemporary luxury is the future of sportswear and of the whole fashion industry.”
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Find out more about the stars and shapers of our Italian ISSUE in the brand new print magazine or check the digital magazine here.