Borsalino, the renowned hat brand, has overcome numerous challenges in recent times and is now making a strong comeback. The brand’s new showroom in Florence offers a glimpse into its art-inspired collection and showcases its resilience.
Taking inspiration from the post-war Arte Povera movement, Borsalino presented a range of innovative designs in its classic fedoras. The collection featured hats with unique finishes, patchwork shapes, and even animal-inspired motifs. The color palette added an exciting twist to the brand’s aesthetic.
This new collection is part of Borsalino’s fresh strategy to target fashion-forward boutiques and modern e-commerce sites. They aim to attract a younger and hipper consumer base. Philippe Camperio, the owner of Haeres Capital, which acquired Borsalino in 2018, shared his vision for the brand’s future. He recognized the brand’s legacy, DNA, and heritage as valuable assets and saw an opportunity to invest in its vast potential.
Mauro Baglietto, the Managing Director, discussed the challenges faced by the brand previously and outlined the steps they are taking to overcome them. They are focusing on strengthening distribution, particularly within fashion stores, and have successfully opened pop-up shops in luxury destinations like St Tropez and Mykonos. They also aim to expand their presence in North America and Asia-Pacific, specifically mainland China.
Product diversification is a key focus for Borsalino, with an emphasis on expanding their women’s collection and achieving a stronger gender balance. The brand has noticed an increase in women purchasing hats traditionally marketed for men, indicating a broader market for their products.
Currently, Borsalino has 11 mono-brand stores in Italy and around 300 sales points globally. They are also improving their e-commerce platform and collaborating with luxury e-tailers. While considering expansion into soft accessories like small leather goods, handbags, and shoes, hats will remain their core business.
The brand’s new management is open to collaborations in other lifestyle industries, reflecting Borsalino’s status as a lifestyle brand. They are currently working on projects such as a five-star hotel in St Tropez and potential acquisitions in the future.
Looking ahead, Borsalino aims to grow by 25% and achieve €20 million in sales this year, recovering from the losses incurred during the pandemic. While acknowledging the prominence of luxury streetwear, they aim to remain contemporary while preserving their heritage. They are open to meeting customer demands for beanies and baseball caps, while maintaining their iconic fedoras and straw Panama hats.
In conclusion, Borsalino’s new management is determined to rejuvenate the brand and tap into its rich legacy. With a fresh strategy, innovative designs, and a focus on expanding their consumer base, Borsalino is poised to regain its position as an Italian hatter leader.
Useful Links:
1. Borsalino Official Website
2. Vogue: Philippe Camperio Has Saving Borsalino on the Brain
