Corneliani’s Sets New Direction With Blessing From Investcorp

NEW YORK — There’s a new Corneliani in the offing.
Last June, the luxury Italian men’s brand sold a majority stake to Investcorp, the Bahrain-based investment group, in a deal estimated at around $100 million. Corneliani, founded in 1958 and still based in the northern town of Mantua, reported sales of more than 110 million euros in 2015.
Since the sale in mid-2016, the new owners have put together a whole new team — many of whom were poached from competitors — and the results are starting to become evident.
There’s a new creative director, head of North America and marketing chief, all of whom joined the brand over the past few months from Ermenegildo Zegna. In addition to a more-modern aesthetic in its collection, the re-branding campaign will include a new logo, packaging, the launch of an e-commerce site, a new retail concept and the return to the Pitti Uomo show after a decade.
“This is year zero,” said Stefano Gaudioso Tramonte, general merchandising manager and style director. “The challenges have been hard and heavy, but the idea is to make some enhancements to the brand and blow away the dust that has collected over the last 10 years.”
Although the product maintained its

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