Italian sportswear brand Blauer USA is betting on growing internationally through a series of store openings and–more specifically–by expanding in Japan. Through these projects Enzo Fusco, president of his own company FGF Industry and 50% owner of the Blauer USA brand, expects to close 2018 registering €50 million in sales and further increase its revenues globally by also entering the US market.

BLAUER SS19 lookbook
Photo: BLAUER USA
BLAUER SS19 lookbook


Enzo Fusco, president of FGF Industry and 50% owner of the Blauer USA brand
Photo: Ioan pilat
Enzo Fusco, president of FGF Industry and 50% owner of the Blauer USA brand

“My aim is to open around 30 monobrand stores worldwide, about at least one or two monobrand stores in each of the most important cities and fashion capitals,” explains Fusco who will inaugurate his first store in Tokyo, in the cool shopping area Omotesando across 140 sq. meters, in November 2018. He will also open another store in Prague in f/w 2019-20 and aims to further expand in France, where the brand recently opened another monobrand in Megeve.

Blauer USA’s expansion in Japan started positively thanks to GIA Japan, distributor for various accessory and watch brands including Nomination and Locman. “We are happy of the first results we reached in Japan. As GIA Japan has realized our brand’s potentiality it immediately destined its own resources and people with the aim to strengthen Blauer USA’s in Japan, while collaborating closely with our own personnel,” says Fusco.

 

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In addition to its Tokyo store opening, Blauer USA also plans to inaugurate a shop-in-shop inside GSIX, in Ginza, in the heart of Tokyo’s fashion district, by mid-November 2018, and to open two or three ones more in peripheral areas of the city. After the initial set-up, it expects to also progressively start operating through e-commerce and wholesale activities, according to a three-year business plan.  

BLAUER SS19
Photo: BLAUER USA
BLAUER SS19

While offering its complete apparel collection, Blauer USA will also sell its whole brand extension selection that also includes footwear, fragrances, eyewear, bags and other products. It will also sell Nylolite by Blauer, the new street-minded chic selection of the brand launched in s/s 2018. “Our Japanese partners are very enthusiastic about the brand. Our plans to grow here are ambitious though we are not planning to have collections produced in Japan specifically for this market presently,” continues Fusco. “By now we are selling here the same collection we already offer in other countries, though in the future we might also start offering specific products aimed at it.”

“The Japanese consumer is very keen about technical aspects, materials and authentic US brands and products. For this reason Blauer USA with its history dating back to 1936 has a perfect heritage for growing in this market,” adds Fusco. “We expect that our down jackets, but also polo shirts, T-shirts and sweatshirts, will meet significant success. Accessories such as bags and footwear are also meeting Japanese consumers’ appreciation and reach significant results as we have already registered in Italy and Europe.”

 
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