Wolford, a prestigious skinwear and hosiery brand, found itself facing unprecedented challenges during the global Covid-19 pandemic. Despite enduring a significant lockdown period, the brand made a strategic decision to sell its headquarters in Austria, resulting in a substantial 72 million euros in revenue. This financial move not only enabled Wolford to eliminate its debts but also positioned the brand for success in the ever-evolving global market.
Established in 1950 in Bregenz, Austria, by Reinhold Wolff, Wolford boasts a long and illustrious history marked by a legacy of innovation and collaborations with renowned fashion designers. Over the years, the brand has partnered with iconic names such as Karl Lagerfeld, Giorgio Armani, Emilio Pucci, and Vivienne Westwood, with celebrated photographers like Mario Testino and Helmut Newton immortalizing their campaigns.
Despite experiencing financial setbacks in recent years, the appointment of Silvia Azzali as Wolford’s Chief Commercial Officer marked a turning point for the brand. Azzali, a seasoned executive with a wealth of experience at luxury fashion houses such as Dolce & Gabbana and La Perla, returned to Wolford in 2019 with a mission to reinvigorate the brand’s essence and heritage. She is spearheading efforts to prioritize sustainability as a core element of Wolford’s revival, with a focus on revitalizing classic styles and driving innovation across product lines.
Azzali’s strategic vision for Wolford encompasses a strong emphasis on sustainability, the establishment of a circular economy, and an ambitious expansion plan to increase the brand’s global footprint. From past successful collaborations with cutting-edge designers like Vetements to upcoming projects, Wolford remains committed to setting industry trends while upholding sustainable practices. With a widespread network of stores worldwide, Wolford continues to adapt its business strategies to meet the evolving needs of consumers amidst the challenges posed by the pandemic.
Under the ownership of Fosun Fashion Group, Wolford is well-positioned for growth and transformation. The brand’s management approach has evolved to prioritize operational excellence and foster a culture of innovation. Looking ahead, Wolford is gearing up to commemorate its 70th anniversary, highlighting its evolution from the era of Helmut Newton to the present day. Azzali’s leadership and unwavering dedication to sustainability are steering Wolford towards a promising future, ensuring its continued prominence in the luxury skinwear and hosiery market.
Learn more about Wolford’s sustainable initiatives and innovative projects on their official website here.
Explore the latest collections and collaborations from Wolford by visiting their online store here.
