Hogan: we prefer a monthly micro-collection to see now buy now. Sergio Rossi: Five years to double turnover

Hogan and Sergio Rossi are aiming high. The brand that the Della Valle family founded 30 years ago wants to produce a monthly mini-collection to respond to the ‘see now buy now’ concept. Sergio Rossi is aiming for a turnover of €140 million (twice the current one) within 5 years. “I don’t believe in ‘see now buy now’ for luxury – says Andrea Della Valle –, the timescales aren’t right. Luxury needs important, perfect craftsmanship, made by hand. Perhaps we can do capsule collections.” To celebrate Hogan’s 30^th anniversary, Della Valle has launched a new model of H320, which will be the first tailor-made sneaker, customisable in stores. By the end of October, we will see the arrival of the new brand manager and the new creative director. Formerly of Hogan, Riccardo Sciutto is now studying the relaunch of Sergio Rossi, the footwear brand sold almost a year ago by Kering to Investindustrial, a fund owned by Andrea Bonomi. As Sciutto confirms on MFF, 10% of the investment will go to the plant in San Mauro Pascoli (Forlì-Cesena), which has a production capacity of 1,600 shoes per day. “We aim to double the results in five years, tweaking the product, image and distribution, and focusing on women in particular,” said Sciutto, while the collection for men is suspended until further notice. “We believe in Europe, while in Asia and Japan, where we get great results, we want to continue like this and evaluate the scenarios for China, Hong Kong and Korea, in addition focusing on the digital channel,” concludes Sciutto.