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The global fashion business journal

12 Dec 201817:23

Delpozo hires new creative director: German Lutz Huelle replaces Josep Font

The designation is produced just two months after Font’s step down, who was the creative director of the firm after the passing of the designer who gave it its name.

27 Nov 2018 — 10:00
Iria P. Gestal
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Delpozo rearms leadership: German Lutz Huelle relieves Josep Font

 

 

Delpozo rearms its creative team. The company, acquired in 2011 by Perfumes y Diseño, has signed the appointment of German designer Lutz Huelle as new creative director. His designation is produced exactly two months after Josep Font stepped down from the firm, having been at the head of the firm’s artistic direction since 2012.

 

Huelle, who attended the British school Central Saint Martins, is someone unknown for most people even though he is actually a recurrent participant at Paris Fashion Week for some decades now. The creative, born in the German locality of Remscheid, moved to Paris after finishing his studies to start his professional career at Maison Martin Margiela, were he became knitwear designer.

 

During 2000 and in collaboration with its partner David Ballu, Huelle launched his own brand under the name Lutz, which had a casual aesthetic based on the reconversion of items into new uses and, as he has defended in several interviews, wearable.

 

 

 

 

A year later, he was rewarded with the Andam prize, which he obtained for the second time two years later. In 2008, the brand was one of 080 Barcelona Fashion’s central themes. The brand, renamed as Lutz Huelle in 2012, has a showroom in the Parisian neighbourhood Les Marais and distributes its collections at multibrand shops all around the world.

 

The creative challenge now resides on reinterpreting Delpozo’s brand, led during its repositioning by Josep Font. The firm was acquired by Perfumes y Diseño (which already controlled the perfume license) in 2011, after the passing of the designer who have the brand its name.

 

After that, the group appointed Ainhoa García and Font in order to start a new period, changed its name to Delpozo and promoted international expansion: first with its sight aimed at the United States and, in recent years, at Europe and the Middle East.

 

 

 

 

Now, the group is experiencing a full reorganisation to recover the brand’s DNA, and during the last months, it has singed several strategic agreements regarding production and distribution. The process is piloted by Pablo Badía, who joined the group in 2017 after working at CWF.

 

The company has transferred its prêt-à-porter production to Italy and has signed a partnership with Riccardo Grassi’s showroom in order to promote its development in multibrand channel. In February, the group handed out its footwear license to Massimo Bonini, who works for other luxury firm such as Carven, Alexander McQueen or Castañer.

 

The firm has a store in London, which opened its doors in 2016, and keeps up a partnership with Dubai giant Chalhoub to grow in the countries around the Gulf. The company is also present in South Korea, where it has opened stores inside shopping centres through a collaboration with KLH International.

 

According to the last available data, Delpozo ended 2016 with a revenue of 6.43 million euros and losses valued in 3.41 million euros. The firm’s expansion has done integrally by the group’s initiatives and, since 2013, it has received an investment of almost fifteen million euros by part of Perfumes and Diseño.

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