Luxury Italian brand Genny has made its grand debut in the USA with the opening of its first boutique on Brighton Way in Beverly Hills. To celebrate this milestone, Genny’s creative director, Sara Cavazza Facchini, hosted an opulent party at Chateau Marmont, where A-list celebrities like Jaden Smith and Kate Beckinsale were in attendance. This marks Genny’s third store location, adding to their existing stores in Milan and Capri.
Facchini shared her reasons for choosing Los Angeles as their new location, mentioning her love for the city and its beautiful Californian weather. She also believes that life in LA is generally easier compared to Europe. Genny has already been working closely with celebrities in Los Angeles for quite some time and even has a PR office in the city. The brand’s online sales are primarily driven by the West American market, specifically in Los Angeles. Facchini strongly believes that the chic and elegant Genny collection resonates perfectly with the taste and style of Los Angeles women, who appreciate elegance and glamour.
When selecting the specific location within Beverly Hills, Facchini deliberately chose an area just off Rodeo Drive, prioritizing privacy and discretion. She wanted to create a boutique that felt like a home, where women could relax and enjoy their shopping experience. The boutique’s design follows the aesthetic of other Genny stores in Italy, featuring marble floors, a spacious communal table, and gold metal racks. However, the Beverly Hills location stands out with its private arched closets adorned with wallpapers inspired by Jennifer Lopez’s iconic bandage dress.
Facchini revealed that Genny has ambitions to expand further in the United States, with plans to open stores in New York and possibly Miami. The brand’s sales are also strong in Brazil and Mexico, with customers from these regions often traveling to Miami. Additionally, Genny is exploring opportunities in the Middle Eastern market, aiming to establish a presence in Dubai, where customers appreciate the brand’s fabrics and silhouettes. Although the Asian market is not currently as strong, Genny is focused on nurturing its existing markets in Europe, the Middle East, and the United States.
As Genny celebrates its tenth anniversary under Facchini’s creative direction, the designer remains committed to maintaining the brand’s DNA, emphasizing the quality of Italian manufacturing and sustainable fabrics sourced within Italy. While the color white continues to be a favorite, Facchini adds a touch of shine to the collections. To commemorate this new chapter for Genny, a more contemporary and easily recognizable logo has been introduced, aiming to attract new customers.
Facchini acknowledges the importance of adapting the collections for the American market, incorporating more tailoring and catering to different body types. American women appreciate absolute femininity in a more traditional style, gravitating towards volume and elegance. Genny’s accessory business is also flourishing, with sunglasses and bags being their top-selling products. The brand recently unveiled a new bag model inspired by the shape of a fortune cookie, featuring the iconic X sign from the brand’s early collections, originally designed by Gianni Versace. Genny is also planning to introduce horse leather and crocodile prints in their bag collection. Moreover, they are preparing to launch a new spicy fragrance in September 2024.
Looking ahead, Facchini is working on bringing Genny’s tailoring spirit and volume into their men’s collections, responding to requests from designers who admire Genny’s women’s collections. She also has plans to expand the furniture side of the brand, taking inspiration from the design of Genny’s stores. Facchini recognizes the importance of social media presence, particularly in the United States where image holds great value.
In terms of best-sellers, Facchini highlighted the bandage dress worn by Jennifer Lopez as one of Genny’s top-selling items, along with their evening dresses. She believes that red carpet dresses should have a unique and non-classic touch, focusing on slits on the thighs and legs rather than solely on the breasts. Facchini’s vision for Genny is for women to exude strength during the day and embrace their sensual and romantic side at night.
Sources:
– [Genny Boutique Opening](https://www.genny.com)
– [Genny Official Website](https://www.genny.com)
