MILAN — As innerwear manufacturers battle to seek out their footing in a multifaceted market, Parah, the storied Italian hosiery and swimwear firm, is present process a complete revamp below a brand new proprietor, which is betting on a life-style strategy.
Final June, London-based Blackwood Vogue Funding acquired Parah’s IP rights from its earlier proprietor Parahsol. Monetary particulars of the deal weren’t disclosed.
“As a storied model established within the ‘50s, Parah has robust alternatives, however its positioning was unclear,” stated Leonardo Cantagalli, managing director at Parah Group. “It was largely perceived as a swimwear model, whereas shoppers right this moment need continued injection of newness. We’re additionally aiming to ramp up the model’s positioning within the entry luxurious area, with premium costs.”
The primary steps in relaunching the 71-year-old firm, which had misplaced a few of its zing, embody the event of a product assortment embracing a lifestyle-leaning strategy and distribution.
The model not too long ago unveiled its first flagship in Milan, debuting a brand new retailer idea hinged on pure supplies equivalent to stone and wooden, and nature-derivative decor, together with life-size, stone-shaped poufs.
The brand new Parah flagship in Milan.
Courtesy of Parah
The unit, positioned on Corso Como 11, reverse the famed 10 Corso Como retail emporium, covers 753 sq. toes and shows the brand new supply, which encompasses activewear, loungewear and knitwear, along with the core swimwear and lingerie classes.
The Milan idea additionally might be used at Parah’s second retail outpost in Rome, slated to open on Through Frattina by the top of the 12 months. A 3rd straight operated unit is to bow in Paris in 2026.
The brand new shops trace on the model’s market technique.
In reassessing distribution priorities, the brand new proprietor shuttered the model’s present flagships in Italy and minimize ties with smaller stockists, primarily multibrand lingerie shops scattered throughout Italy’s first- and second-tier cities.
The longer term enterprise mannequin will rely as a substitute on choose direct retail, franchised shops for a wider footprint, and flashy wholesale partnerships.
Cantagalli stated Italy and France, which traditionally have been related markets, characterize the primary targets. Along with flagship openings, the chief plans to debut round 13 franchised doorways in Italy over the subsequent 24 months.
Parah’s wholesale mannequin will depend on high-scale linkups with premium buying locations. Rinascente in Italy, Galeries Lafayettes in Paris and El Corte Inglés in Spain, amongst others, have already inked offers with the model to open corners.
The brand new product combine will assist gasoline desirability for the model at these buying locations, Cantagalli stated. Leveraging a community of high-end suppliers, which embody Italy’s Eurojersey for swimwear, Parah is aiming to spice up its credentials as a high-end, high-quality model.
“We attempt to design our merchandise with evolution in thoughts,” stated Gabriele Botto, senior govt supervisor at Parah Group. He shared that the model may also introduce a small males’s capsule for spring 2025, anticipating a broader rollout of the road in 2026.
The brand new Parah flagship in Milan.
Courtesy of Parah
After consolidating the Italian and French markets, Cantagalli plans to scale up the model’s abroad footprint, beginning in 2026 from what he billed because the Better Asia area, which incorporates China, Southeast Asia, India and the Center East.
“I consider that within the five-year time period, Better Asia will account for 70 % of the Parah enterprise. Simply take a look at these international locations’ GDP compared with the Western world; theirs is rising sooner,” Cantagalli stated.
“The outdated Parah was Italy-centric whereas I’ve a world background and strategy,” the chief added.
Cantagalli’s marketing strategy for the corporate is to achieve gross sales of 40 million euros in 5 years, additionally because of a brand new e-commerce platform and extra investments channeled into digital advertising and marketing.
