A Brand to watch out for

Slowear is on a mission to become a household name.

The 60-year-old Venice-based company of men’s luxury brands manufactures Incotex casual slacks, Zanone high-end knitwear, Montedoro outerwear and Glanshirt shirts. In May, it signed a licensing deal with Liberty of London to launch a men’s wear collection under the retailer’s name. Slowear’s sales in 2010 are expected to hit $79 million, a figure that is expected to jump to $100 million by 2011. The company manufactures 1 million pieces each year and its products are sold in over 1,000 stores in 30 countries.

Even so, Slowear has a fairly low profile, keeping its distribution tight and focusing much of its energy on offering superior products within each of its brands.

But that’s about to change. Under the direction of Mario Griariotto, who joined the company as chief executive officer in May of last year after a 20-year career with Ermenegildo Zegna, Slowear is planning to significantly expand its retail presence. Currently, the company operates four stores under the Officina Slowear name, two in Milan and one each in Paris and Treviso. 


In the U.S., the primary focus will be on adding shops at retail partners such as Neiman Marcus, Barneys New York, Bergdorf Goodman and Saks Fifth Avenue as well as at high-end specialty stores. The shops would be under the Slowear name and would ideally carry all four of the company’s brands. “The first step for us is to open corners to create credibility for the product,” he said. “Then we will open a store here. In this market, that’s the right way to do it. We know that it might take a couple of steps. It’s a process.” 

Slowear has sold in the U.S. for 15 years and has operated a showroom in New York for the past five years. 
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