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Brioni focuses retail expansion on the US and China

Italian luxury menswear brand Brioni has recently confirmed it is pursuing its retail expansion with directly operated stores in the U.S., its larger international market. Brioni will be opening a store on the East Coast by the end of the year, with several new openings expected next year. Earlier this year, Brioni took over the operations from its franchisee of its store in Beverly Hills on Rodeo Drive and renovated its New York outpost.

In China, Brioni has been investing in China by taking over operations of previously franchised operations – most recently 5 such stores. Brioni’s CEO confirmed to WWD his company’s objective is focus on retailing, from 42 percent to 60% by 2016. Another important move for the Italian house is broadening its target to a younger audience too, a strategic approach taken when Brendan Mullane, ex Givenchy took over as Creative Director in 2012, the company being now fully owned by French group Kering.

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