Bikkembergs, the Chinese-owned couture sportswear brand, is making a significant change to its ready-to-wear category through a new partnership. The brand has announced its collaboration with Italian company Factory to handle the production and distribution of its collections. Factory, renowned for its expertise in leather pieces, will be responsible for managing Bikkembergs’ men’s and women’s ready-to-wear lines, which are designed by English designer Lee Wood. This partnership will commence with the fall/winter 2023/2024 season, under a five-year license agreement.
In addition to production and distribution, Factory will establish a new international distribution network, utilizing its showroom in Milan’s luxury district. This network will initially cater to Bikkembergs’ existing 400 multi-brand clients, which include boutiques and department stores. The collaboration will kick off this week with the sale of the men’s fall 2023 pre-collection to retailers, followed by the unveiling of the main collection at the Florentine Pitti Uomo show in January.
The overarching goal of this partnership is to elevate Bikkembergs’ positioning and restore the clothing collection to its original status as a premium line. The brand aims to strengthen its brand identity and become a prominent player in the urban fashion segment. By teaming up with Factory, Bikkembergs also plans to expand geographically. The brand intends to solidify its presence in established markets like Italy, Spain, and Eastern Europe, while also venturing into new territories such as the Middle East and Northern Europe, with a particular focus on Germany and Belgium. Additionally, Bikkembergs aims to strengthen its partnerships with major retail chains in the United States.
Since its acquisition by Chinese firm Modern Avenue Group in 2019, Bikkembergs has undergone a restructuring process. In 2015, Modern Avenue Group initially acquired a 51% majority stake in the brand, with the remaining 49% held by Zeis Excelsa and Sinv. By 2019, Modern Avenue Group had repurchased its shares, and Sinv continued to produce the ready-to-wear collections under license. Now, with the partnership with Factory, Bikkembergs is embarking on a new chapter in its growth, solidifying its position in the fashion industry.
Useful Links:
1. Factory Italy
2. Bikkembergs Official Website
