Roberto Cavalli and Renzo Rosso at Just Cavalli's press conference in Milan
31 Jan. 2011
ROBERTO CAVALLI, RENZO ROSSO SIGN LICENSE AGREEMENTStarting in s/s 2012, Just Cavalli, younger spin-off collection of the Roberto Cavalli maison, will be produced by Staff International, a specialized company belonging to Renzo Rosso Only The Brave holding (www.diesel.com).
The two entrepreneurs and creative heads Roberto Cavalli and Renzo Rosso announced their new ten-year licensing agreement also renewable for five more years. "We are friends, spend holidays together and have so much in common," commented Cavalli. "I was waiting for an opportunity to also collaborate together." Rosso added: "Roberto is aiming at offering something new and fresh with his Just Cavalli collection, and he has found the right partner with Staff International because of this company's unique know-how in terms of product, treatments, materials, apparel, leather and accessory manufacturing."
Staff International presently has licensing agreements with Martin Margiela, DSquared2, Viktor & Rolf, Vivienne Westwood, and Marc Jacobs maisons. Staff International has ended 2010 with an estimated turnover of €180 million (a double digit increase compared to 2009 when they registered €144 million) and OTB registered an estimated turnover of over €1.3 billion, which marks a plus of 5% compared to 2009.
Staff International has established a special "Contemporary" division aimed at producing and distributing designers' second lines fin order to manage the new Just Cavalli licensing agreement. In fact, the aim of the new Just Cavalli operation is to reach a wider range of consumers, also including younger ones. They actually want to offer three distinct product groups with different pricings: an entry price group at about 15% less than the average actual price range, a medium and a high-end.
Just Cavalli aims at reaching a turnover of €250 million in five years from now, a significant goal considering that the brand has registered a sales performance of €80 million, and an under-size performance since it is managed by IT Holding, the Italian group is facing financial difficulties (also see our reportage from Nov. 12, 2010) and its contract will end s/s 2012.
Just Cavalli intends to grow worldwide by increasing its multibrand store network from 1,500 stores to about 1,800, while also changing parts of them. In addition, they want to have about 80 monobrand stores including the already 38 existing ones. The first monobrand store in line with the brand’s the new course is said to open in Milan in February of 2012.
Maria Cristina Pavarini
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