MILAN: Brioni Roman Style SpA, the suit maker that stitched gun holsters into tuxedos for the latest James Bond film, will focus on the richest Asian clients and offer more casual wear.
Brioni plans to open its first Indian store and sell $7,800 (about Rs3.4 lakh) mink-trimmed cashmere sweaters, according to Andrea Perrone, one of the company’s three new co-chief executive officers. Orders for Fall-Winter 2007 rose at least 10%, he said, matching growth in 2006, when sales reached €180 million (Rs1,030.7 crore). “The potential is tremendous,” Perrone, 36, said in an interview in the Swiss resort of St Moritz, where the Italy-based company sponsored a snow polo competition for fur-clad spectators. “We can see this from the demand we’re experiencing. The family wants to guide the business.”
Brioni replaced former CEO Umberto Angeloni with a team of family managers.The label built its reputation with handmade suits for Clark Gable and Cary Grant, and rushed $6,000 versions of the tuxedo worn by Daniel Craig’s Bond in Casino Royale to stores this month. “Every man wants to feel like James Bond,” said Antonella De Simone, co-CEO and head of marketing.