Napapijri Celebrates Heritage and Expands Focus to Asia
Napapijri, a brand under VF Corp, is marking its heritage while intensifying its international expansion with a keen focus on Asia. The company aims to redefine its classic roots in a contemporary context while pursuing numerous collaborative projects to attract new audiences.
Heritage and Global Expansion
Founded in 1987 in Courmayeur, Napapijri has a rich legacy that the brand is proudly celebrating. With 65% of its revenue derived from international markets, Napapijri is strategically targeting growth in key European countries, including France, Germany, and the United Kingdom. The brand also plans to explore opportunities in emerging markets like South Africa and Turkey.
- Key European Markets: France, Germany, UK
- Emerging Markets: South Africa, Turkey
Recent Developments in Europe
Napapijri has recently opened new retail locations in Marseille, La Clusaz, and Paris, with the latter showcasing an innovative store concept. The brand is focused on expanding its retail presence across Europe and aims to enhance wholesale distribution in Germany, which currently boasts 1,200 retail doors globally.
Focus on Asia and Collaborative Ventures
In addition to its European strategy, Napapijri is expanding its footprint in Asia. The brand is exploring high-profile collaborations to establish connections with new consumer groups and retailers. Notable partnerships include the Napapijri by Pdf project and the recently unveiled third chapter of Napapijri x Martine Rose.
- Collaborative Projects: Napapijri by Pdf, Napapijri x Martine Rose
- Upcoming Store: Istanbul, Emaar Square Mall
Product Focus and Sales Distribution
Men’s wear constitutes 70% of Napapijri’s sales, with a particular emphasis on outerwear. The remaining 30% of sales are divided evenly between women’s wear, accessories, including footwear, and children’s lines. The brand is also revisiting its accessories and footwear to align more closely with its heritage.
As Napapijri celebrates its past, it simultaneously looks toward a future filled with international opportunities and innovative collaborations that resonate with a diverse audience. For more updates, stay tuned to Filmogaz.com.
