French Designer Serge Bensimon
27 Dec. 2013
Bensimon to expand in ItalySerge Bensimon, the eclectic, French designer and entrepreneur plans to expand in Italy.
“We are selling our complete lifestyle offer all over the world, but we are not significantly distributed in Italy yet,” commented Bensimon. “We think it is time to start increasing our presence in this country. I think that our brand is synonymous with optimism. I think it is time to grow and expand also here. Moreover, Italians are crazy for fashion and accessories. For this reason, 2014 will bring some great collaborations here, too,” he continues referring to a series of collaboration they already carried ahead with many brands in the past - especially for their iconic Bensimon tennis sneaker model. Recent collaborations include DKNY, JCrew, Jean Paul Gaultier, and Fred Perry.
The designer is willing to open a concept store also in Italy, probably in Milan, that resembles the 30 Autour Du Monde already existing worldwide. They also want to start distributing their brand through a selection of stores based in seaside locations of the peninsula, as well as organise an event within Milan Design Week in April 2014, and an impressive initiative in collaboration with 10 Corso Como Milano - in the Italian fashion capital as well as in the other 10 Corso Como stores opened in the rest of the world.
The French brand was founded after the Second World War by the grandfather of brothers Serge and Yves Bensimon, who turned it into a fashion brand in the mid 80s. The brand now offers a complete total apparel look, footwear and bags, and a selection of design objects, including items designed by upcoming young designers for home decor and furniture
The brand is mostly recognised for its iconic tennis shoe, a.k.a the Bensimon tennis, which represents 45% of their revenues. The whole offer of Bensimon products is characterised by essential design, bright colours and top quality products offered at affordable prices (between €28 - €35 for a sneaker) or, as Bensimon says: “Accessible and trans-generational, the Bensimon brand adopted the cross functional concept before anyone else. “Our style is a mix of styles and colours, in a casual chic and feminine spirit that favours comfort and beautiful materials. The lines are broken down into a wide range of colours and prints and are worked in natural materials.”
Out of the brand’s total turnover 50% is from France and the rest is sold worldwide through a total of 2,000 doors. Their major foreign market is Korea.
Maria Cristina Pavarini
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