Sevenbell Group, owner of Roy Roger's, the first made in Italy jeans brand founded in 1952, have opened a new boutique in the centre of Forte dei Marmi on 25 April 2013.

This is the brand's second flagship store, after the Florence store that opened in 2012 and is part of an expansion strategy that includes planned openings in Naples, Rome and Milan, by 2014, as well as expansion abroad in
Moscow, Saint Petersburg, Shanghai and Hong Kong.

"In order to overcome the crisis of the domestic market and spread our Italian products worldwide we are investing in a retail strategy that aims at increasing our present 980-door international network and will help us expand to all of the most important luxury markets,” comments, Niccolò Biondi, CEO and nephew of the founder and son of Patrizia Biondi, president of the group now managing the company with her sons Niccolò, CEO, and Guido, creative director.

"By opening a chain of monobrand stores in key fashion capitals we aim to reach a €50 million turnover by 2016 and increase our export quota," continues Biondi. The group employs 40 people directly and over 200 people indirectly, working in laboratories and local companies. The group closed 2012 with €24million revenues from the Roy Roger's, Nichol Judd and President's brands.

Niccolò Biondi (l., CEO) and his brother Guido (Creative Director)
Niccolò Biondi (l., CEO) and his brother Guido (Creative Director)

The new boutique opened in Forte dei Marmi mixes past and future inspiration displaying natural and artisan elements as well as modern materials in white, grey and light blue hues that recall the sea and denim shades. A wide shop window and a glass door show the approximately 100 sq. meter inside gallery and the vaulted period frescoed ceiling.

intage Americana and old objects decorate the store. An exposed surf board made by a local artisan and rounded windows complete the changing rooms’ doors and convey an even more maritime atmosphere in-keeping with the chic seaside location where the store is based. Grey resin floors alternate with teak wood floors.

The wooden floor area is also meant to convey a special ambience where customers can get a special made-to-measure jeans service in this part of the store. "All of our stores will provide a made-to-measure service that when applied to denim will provide a unique custom-made haute-de-gamme jeans,” comments creative director Guido Biondi.

The customer will be able to choose what exact jeans style they want as well as what denim shade and weave, sewing thread variants, rivets, buttons and initials to be embroidered on the coin pocket. A tailor will sew the jeans with an authentic Singer sewing machine of the 1960s. The jeans will be delivered to their home within 15 days.

The new store mixes natural and artisan elements with modern materials
The new store mixes natural and artisan elements with modern materials