MILAN — As innerwear manufacturers battle to search 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 method.
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 sturdy alternatives, however its positioning was unclear,” stated Leonardo Cantagalli, managing director at Parah Group. “It was largely perceived as a swimwear model, whereas customers immediately 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, embrace the event of a product assortment embracing a lifestyle-leaning method and distribution.
The model not too long ago unveiled its first flagship in Milan, debuting a brand new retailer idea hinged on pure supplies corresponding 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, situated on Corso Como 11, reverse the famed 10 Corso Como retail emporium, covers 753 sq. ft and shows the brand new provide, which encompasses activewear, loungewear and knitwear, along with the core swimwear and lingerie classes.
The Milan idea additionally will likely be used at Parah’s second retail outpost in Rome, slated to open on By way of Frattina by the tip of the yr. A 3rd immediately 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 current 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 an alternative 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, signify 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 purchasing 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 purchasing locations, Cantagalli stated. Leveraging a community of high-end suppliers, which embrace 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 government supervisor at Parah Group. He shared that the model may even 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 Higher Asia area, which incorporates China, Southeast Asia, India and the Center East.
“I consider that within the five-year time period, Higher Asia will account for 70 p.c of the Parah enterprise. Simply have a look at these international locations’ GDP as compared with the Western world; theirs is rising sooner,” Cantagalli stated.
“The previous Parah was Italy-centric whereas I’ve a world background and method,” the chief added.
Cantagalli’s marketing strategy for the corporate is to achieve gross sales of 40 million euros in 5 years, additionally due to a brand new e-commerce platform and extra investments channeled into digital advertising and marketing.
