Roberto Cavalli, the renowned Italian fashion brand, is preparing for a new beginning with Ennio Fontana as its new general manager. After being acquired by Emirati businessman Hussain Sajwani’s Damac Properties in November 2019, the brand is now focusing on rebuilding and revitalizing its image.

Fontana, who took over from Gian Giacomo Ferraris in October, has a clear vision for the future of Roberto Cavalli. He believes that the brand has enormous potential due to its worldwide recognition and diverse offerings. While women’s wear has always been a core focus, representing 85% of the business, Fontana also wants to venture into new segments, such as casual wear for women and streetwear-inspired menswear.

Aside from expanding their product range, Roberto Cavalli aims to establish a stronger presence in the footwear and leather goods markets. Fontana plans to grow the footwear segment to contribute 20% of their business and enhance the brand’s image and quality in the leather goods segment.

Some of the brand’s activities are undertaken by licensees. Fontana envisions a project that brings together the main licensing partners in the Via Montenapoleone boutique. With a spacious area of 1,500 square meters, the boutique will house the main line, Just Cavalli line, menswear, kids’ collections, fragrance, accessories, watches, and homeware. The homeware sector, in particular, is performing well, and Fontana plans to dedicate an entire floor to it. Furthermore, he intends to open a Cavalli Café, providing catering services and exclusive spaces for customers.

Distribution is another key focus for Roberto Cavalli’s relaunch. Fontana aims to grow in all areas, including wholesale, omnichannel, retail, and e-commerce. In terms of wholesale, he plans to acquire 200 to 300 clients within the next two to three years. Currently, the brand has 20 company-owned points of sale worldwide, but Fontana has plans for expansion in Europe, the US, and Italy.

Roberto Cavalli has experienced a decline in revenues in recent years, totaling 140 million euros in 2017. Fontana has set a target of reaching 170 million euros within the next five years.

With Ennio Fontana leading the way, Roberto Cavalli is determined to rebuild and strengthen its position in the fashion industry. The brand’s relaunch plans encompass all aspects of the business, from collections and licenses to wholesale and retail. By expanding into new segments, enhancing their product offerings, and expanding their distribution channels, Roberto Cavalli aims to reclaim its status as a global fashion powerhouse.

Useful links:
1. Roberto Cavalli Official Website
2. Roberto Cavalli on Business of Fashion