The reasons behind Thom Brown’s +47% in 2021 can be found in the pandemic. Or rather, in the company’s ability to maintain its course during the most difficult Covid period. CEO Rodrigo Bazan explained how the Zegna spin-off born in 2018 managed to reach 260 million in revenue. On one side is the design coherence of Mr. Thom Browne himself, and on the other is the vision that led to certain investments.
Thom Browne’s +47%
As pointed out by Il Sole 24 Ore, no values were made public when Zegna acquired 85% of Thom Brown. Analysts valued the brand at 500 million, but in 2021 the company’s revenue reached 263 million euro, up 47%. How is it possible? “First of all, it’s thanks to Thom’s ability – continues the newspaper -, to remain true to the spirit that inspired the collections, all focused on quality”. But there is more.
Resilience
“2020 was a difficult year – continues Bazan, previously CEO of Alexander Wang –, but it allowed us to focus on the details of every project even more than before. These investments in women collections are a good example. The first collection was presented in 2014 and the segment hasn’t stopped growing since then”. The return of physical experiences was welcomed with favor, but the pandemic pushed the acceleration of the digital channel to a point of no return. “Having invested in software, hardware and ad-hoc platforms allowed us to stay in contact with all clients – says Bazan -, organize remote sale campaigns and, most of all, allowed us to never have interrupted a project tied to new stores, even in countries where we are still not allowed to travel to freely, like China”.
Read also:
- Now that it’s listed, Zegna can make acquisitions (especially along the chain)
- Zegna is +27% on the year (good), but abandons fur (not good)
- The 3-Stripes and Barcelona: Adidas against Thom Browne
