Custo Barcelona: younger, new prices and more quality for Aeffe’s rebirth
The objective of the Italian company is to consolidate a network of 300 clients worldwide, while negotiating new agreements for the brand in Asia.
“To build a solid house, you should have solid foundation”. Now, we’re building solid foundation, and even if the foundation won’t be visible, from them will depend the whole structure, that is the success of the whole project.” Citing an Italian proverb, Luca Gori, general director of Velmar (Aeffe), describes the new stage of the Spanish brand Custo Barcelona, managed by the Italian group since last July. Younger, new prices, more quality, and selective distribution are the pillars of the new development.
“Even if the master licensee of Custo Barcelona has been signed only a few months ago, the activities in which we’re involved are lots and challenging,” Gori tells MDS. Last year July, the company of the brothers Custodio and David Dalmau signed a license agreement with Velmar, for the production and distribution on a global scale of the entire collection of the firm.
Founded in 1997, Custo Barcelona had been in negotiations for some time to find an investor to help relaunch the brand. In recent years, the group, which stopped presenting accounts in the Registro Mercantile Registry, has significantly reduced its distribution network with the closure of some of its flagship stores, such as Las Ramblas, in Barcelona.
“We’re working carefully on each marketing aspect; lots of channels are open, in order to build solid bases for a bigger statement of the brand, which could last in time,” he says. “The main need is to optimize, as much as possible, the DNA of the Custo Dalmau brother’s genius, and make it interesting for the new generations: these ones which should be involved with elements and language of the times we live in, which is very different to repropose the past successes”
“The main need is to optimize, as much as possible, the DNA of the Custo Dalmau brother’s genius, and make it interesting for the new generations,” says Luca Gori
Alongside the brand and its update, another of the axis in which Velmar works is the product. “We are also working to find a product which could be qualitatively high and with a competitive price,” says the Italian executive; “This will not be easy, but in this case, our expertise will help us.” Aefe is an Italian industrial group that has not only been the pillar of Alberta Ferretti and its second brand, Philosophy, but it has also been at the back of Moschino, Jean Paul Gaultier in his golden age and, more recently, Emanuel Ungaro, and Jeremy Scott
“Compared to past years, today there are lots of players in the market, and during the decades, several price ranges have been extremely covered,” explains Gori. “For this reason, it’s mandatory to valorize the historical brands and distinguish from who, by copying other brands work, are able to propose products in a shorter time and more competitive prices,” he claims.
The new Custo Barcelona is currently selling the first collection completely made with Velmar, which has been shown on different catwalks around the world. “The Artistic Director of the brand is Custo and, for us, it’s a great fortune to have him for this project. His vision, and David’s vision too, are the bases of the originality of the brand,” says Gori. And he adds that the fact of having accompanied them by Velmar’s team, composed of young and creative people, has been a winning move.
With a more exclusive brand and a new price range, Velmar prepares a new distribution network for Custo Barcelona which “will be qualitative than quantitative”. The executive explains that the distribution of the brand has led to its extension in lots of European markets in which Custo had ceased to operate.
At the same time, Velmar has opened the distribution of the Spanish company to Middle Eastern markets and is currently in negotiations to grow in different regions of Asia. “Our aim is to reach 300 clients worldwide, but the quality of our partners will be fundamental,” says Gori.
On the other hand, Custo Barcelona will soon launch its new online platform. “We strongly wanted this launch, because a B2C business is essential to attract the new generation and to have a direct and real-time connection with the customers, to get their feedback on tastes, preference, needs,” says Gori.
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