ITALY / Florence: Roy Roger's launches the retail project in Florence
November 01 2012
The first and innovative tailor-made jeans service, signature co-brandings to enrich the collec- tion with accessories, bags and footwear, a setup created with unusual objects to enhance the DNA of the brand. This is the concept behind the new Roy Roger’s stores that launches a new distribution phase through retail development. The introduction of flagship stores will integrate and strengthen the wholesale distribution that counts 1200 outlets in Italy alone. Plans also include the opening of a showroom in Milan and the international expansion. The first step is the opening of a monobrand boutique on Via Calimala 27 Rosso, in downtown Florence.
“This opening marks the official debut of our retail strategy,” says Nicolò Biondi, CEO of Manifat- ture 7 Bell, the company based in Campi Bisenzio (Florence) that owns the Roy Roger’s brand. “This choice is the natural step to increase the value of the Company that is growing in all the product categories and is developing a total look. The brand image will be enhanced by the presence in the main shopping streets, creating synergies with the multi-brand network. After Florence, our next destinations will be Milan and Rome. And then the foreign Countries, France, the UK and the US.”
The Florence store, spread over an area of over 120 square meters, unveils the concept that will be applied to all the new stores. A modern approach matches the heritage of Roy Roger’s, the first Italian blue jeans brand founded in 1949: contemporary cuts and traditional elements, resins and shelves, made of 19th-century barrel wood, to display the products. The brand proposal will be enriched by capsule and cruise collections, as well as by accessories like the bags realized in collaboration with Filson and the shoes with Cesare Baroli.
The spearhead is the newly created Roy Roger’s Custom Service. “We introduced the first-ever tailor-made jeans service,” continues Guido Biondi, Creative Director of Manifatture 7 Bell. “In addition to the in-house dressmaking department, with original 1960 Singer sewing machines, in each store customers will experience the custom-made jeans service. After having selected fabric, colour, rivets and buttons from a large variety of proposals and having chosen the thread with which their initial will be embroidered in the inside, customers will receive at home the jeans delivered in a in a vintage Rolls-Royce”. R-R like Roy Roger’s.