23 feb 2021
Four development lines will characterize the strategy for 2023 of the Treviso fashion group Nyky (brands Momonì, OOF Wear and Attic and Barn), founded in 2008 by Alessandro Biasotto and Michela Klinz: expansion in the United States with the creation of the first American branch; development in Asia (China + Japan) also online; first single-brand and new concessions in Spain; relocation of the historic headquarters and showroom in Paris with the aim of doubling the current surface.
Of great importance for the Venetian company is first of all the opening in 2021 of the branch Nyky USA. “We will almost certainly install it in New York”, NyKy’s CEO Alessandro Biasotto tells FashionNetwork.com. “The facility will have to support the growth of the Momonì and OOF Wear brands, which are demonstrating excellent appeal with American consumers. A logistics center will be organized to be able to respond more quickly to requests for goods on the ready of the B2B channel, which will be preparatory to the wholesale collaboration with American marketplaces and the implementation of a dedicated direct e-commerce, the launch of which is scheduled for the first. half year 2022 “.
“Given the evolution shown by e-commerce in the last year, from AW 2020 we are already present with OOF Wear in some of the most important e-shops, such as Shopbop.com and Anthropologie.com”, continues Biasotto. With Anthropologie, Nyky is planning a partnership for the creation of a capsule product that combines the DNA of the two brands OOF Wear and Momonì and which can then be sold both online and in physical stores, while the Californian Fred Segal store in Los Angeles from October 2021 will host an OOF Wear pop-up store. For now, the focus is on wholesale and department stores.
Momonì, on the other hand, is already present with the SS 2021 in the online store of Saks.com, more than thirty multi-brand stores among the main ones on the US market.
From the Spring-Summer 2021 season, OOF Wear has also landed in Asia, from Harvey Nichols Hong Kong, the large department store in Queen’s Road Central.
For both brands, but above all for Momonì, the opportunity to land in the Chinese market is represented by Alibaba; In fact, negotiations are underway to inaugurate a Momonì flagship store on the TMall Global portal. “In China, where our local distributor distributes us to large Chinese multi-brands, we need to change the cruise speed. Therefore, I believe that presiding over the online digital channel is now a priority, at least in those markets where it could be more difficult to land through traditional routes ”, says Biasotto.
To address the Japanese market, Nyky has signed a collaboration with T-Square for OOF Wear, which has already successfully launched other European brands.
For OOF Wear, the Nyky group has long been thinking of opening pop-ups on the street and concept stores in the best department stores. “The idea is to find a formula of its own, distinctive layout, but these are projects that we will try to implement from 2022. For now we will consolidate”, assures Biasotto.
As for France, the second market of the Nyky group with 22% of the turnover (the first is Italy with 55%), the Treviso-based company plans to renovate and enlarge the direct headquarters and the executive showroom Parisians, creating a branch with doubled spaces located in a particularly fashion district and branch of the city. “We are looking for a space of 400-500 square meters in the Marais, where we already have a boutique, to place our headquarters and showroom. In France we have reached 160 customers, from all three brands ”, explains the entrepreneur.
In two years, Biasotto aims to bring the foreign share of company turnover to 70%, from the current 45%.
In addition to counting on a significant and constantly growing number of wholesale customers (for all brands) and mono-brand stores for Momonì, Nyky is expanding its presence with Momonì in some international marketplaces such as 24S.com (“Thanks to Le Bon Since I’ve been there for about a month ”, Biasotto points out) and Galerieslafayette.com and at the same time consolidating the presence on some of the reference sites for the French market, such as Smallable.com, Place des Tendances and Lulli-Sur-La-Toile. com.
In Italy, it should be noted that Momonì returned to Rinascente Milan and Turin, and in the same locations as the department store Attic and Barn made its debut, while in the rest of Europe, in Germany OOF Wear has increased its presence on some of the most important sites. such as Breuninger.com and Aboutyou.com, and in Switzerland, both Momonì and OOF Wear continue to be sold at the luxurious Bongenie department store.
The Spanish market deserves a broader discussion, which will see the opening of two between August and September concessions Momonì in Madrid at the El Corte Inglés department stores in Serrano and Castellana. These will be accompanied by the inauguration of the first Momonì store on the road, also in the Spanish capital, scheduled for the first half of 2022. “It is a project that has already been prepared for a year, but Covid-19 has slowed everything down”, explains Biasotto.
The growth and development of digital channels has brought news both on the B2B and B2C side. The virtual showrooms, already introduced during the previous sales campaign, have been further implemented thanks to the adoption of the American technology Matterport, which allows the setting up of a platform capable of replicating all the interactions between the seller and the buyer.
At the product level, the Venetian company now intends to push on an expansion of the ranges in the lifestyle direction, in particular for OOF Wear and Momonì. “Today we are pushing a lot, also on our e-shop, on accessories and on lingerie, with the latter category exceeding 10% of the turnover”.
Finally, 2020 was the year of the Momonì e-commerce launch. The online store has performed as one of the best boutiques of the brand. The result convinced the Nyky group to accelerate the launch of the e-shop of the other women’s total look brand Attic and Barn, which will be inaugurated shortly.
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