Italian fashion group Aeffe has increased its ownership of luxury brand Moschino to 100% by acquiring the remaining 30% stake from Siny Holding, Siny Real Estate, and Siny Lab for 66.5 million euros. This move enables Aeffe to have full control over Moschino, renowned for its unconventional and quirky style. The acquisition is part of Aeffe’s strategy to incorporate Moschino’s women’s clothing collections into their business and capitalize on synergies. Previously, the Love Moschino line’s production and distribution were licensed to Siny, but Aeffe intends to bring it in-house.
Aeffe considers this operation a significant step in its long-term growth plan, as it allows the company to manage all aspects of the Moschino brand’s value chain. Founded by Franco Moschino in 1983, Moschino has been managed through licensing agreements for its men’s and women’s ready-to-wear collections. In 1999, Aeffe purchased 70% of the brand, with Siny acquiring the remaining 30%. Under the leadership of Rosella Jardini, who succeeded Franco Moschino, the brand retained its identity until Jeremy Scott became the creative director, introducing a more irreverent and ironic spirit to Moschino. Although the brand experienced a decline of 17.8% in constant currencies in 2020 compared to the previous year, it still accounted for 80% of Aeffe’s total sales.
Aeffe also owns other popular ready-to-wear brands like Alberta Ferretti and Philosophy, as well as the Pollini footwear label and licenses, including one for Jeremy Scott. Moschino additionally has a youth line called Boutique Moschino, previously known as Moschino Cheap & Chic, which was launched in 1988.
The acquisition of the remaining stake in Moschino by Aeffe consolidates its control over the brand and enables better integration and management of the Moschino value chain. This move is in line with Aeffe’s long-term growth strategy and offers opportunities for further developing the brand’s potential. With Jeremy Scott’s creative direction and Moschino’s distinctive aesthetic, the brand is well-positioned to continue its success in the luxury fashion market.
For further information about Aeffe and Moschino, you can visit their official websites:
