Napapijri gets ready to face a new evolutionary phase. This is what has emerged from the last July edition of Bread & Butter, where the company participated for the first time.
"We are now focused on facing a game change," commented Andrea Cannelloni, President Napapijri. "For this, for instance, we have decided to stop participating Premium and rather be at Bread & Butter. We did it because the visitors of B&B are more international."
"Our next expansion goals are mainly focused on two main aspects - product and distribution," he continues. "We have totally renovated our womenswear collection by hiring a new team headed by Anna Marino, a designer whose past collaborations include high-end sportswear brands. While staying faithful to the brand's DNA, the new collection has a feminine-chic as well as a relaxed and sporty appeal."
Their second evolutionary step is based upon retail expansion in Europe and Asia. "Focusing on monobrand stores is important for us. We aim to reach a total of 350 stores in Europe by 2017-2018 and around 60 in Asia between Japan, China, Taiwan, Korea and Singapore," continues Cannelloni. At present Napapijri has already opened 160 stores in Europe and aims to open approximately 40 every year for the next four to five years. "The image of the stores will be slightly rejuvenated since brand experience is always very important, however we won't introduce any radical change in this respect. We will maintain our network of 2,500 multibrand stores selling Napapijri in Europe and will also make significant changes to our distribution network."
Napapjiri closed 2012 with a €143 million turnover, registering a +8% increase compared to 2011.