Corneliani, the restart passes through China: 'Quality and innovation in the foreground'.

"The Chinese market is proving complicated for the big luxury brands, which have also applied aggressive pricing policies over the years. We have a different positioning, we are a premium luxury brand, and we continue to register positive results in that market. So much so that, in September, we will also open our first directly operated shop in China'. He continues to bet on China Giorgio Brandazza, CEO of Corneliani. The historic Mantua-based brand of men's tailored clothing, after years of crisis and a 'rescue' under the banner of public-private partnership, has restarted from 2022 and aims to end 2024 with revenues increasing 'single digit' compared to the 75 million euro recorded in 2023.

This is another step towards the 100 million revenue target that management and proprietorship (the two shareholders are Investcorp with 51 per cent and Invitalia with 49 per cent) have set for Corneliani. "It is not important how quickly we will achieve this goal," explains Brandazza, "but that we will do so while maintaining our level of quality.

Currently, about 90 per cent of the company's turnover is concentrated across borders, with Emea as the most consolidated market, and a focus on the United States and, indeed, China for expansion. In the People's Republic, in addition to the opening of the first directly operated shop, about 15 franchise openings are planned over the next two to three years. The next one will be in Wuhan in a few weeks' time. In the United States, Corneliani is focusing on wholesale: "The project is going ahead, we started from the world of independents, we are working with 60 customers with whom we are putting down roots and gaining market share - continues the CEO -. We are also working to regain share in the world of made-to-measure tailoring, which has always been the heart of Corneliani and is also making a significant comeback in the USA". The S/S25 collection, which has just been presented in Milan, focuses on a mix of artisan savoir faire and digital technology: "This time we wanted to get out of the comfort zone by doing something more driven, very well received, a combination of craftsmanship and technology, two worlds that by combining can create value for everyone," Brandazza explains.