Blauer USA, an Italian sportswear brand with US origins, is set to expand its presence in the Asian market, targeting Korea, Japan, and China, according to Enzo Fusco, Owner of FGF Industry, which holds a 50per cent stake in Blauer USA through BFW (Blauer Fashion World).
The expansion strategy involves establishing six shops-in-shops in key malls and department stores by the end of 2024, with plans to enter the Japanese market in 2025, followed by China.
Founded in 1938, Blauer USA initially offered functional jackets and apparel for the US Police. The brand has also inked an agreement to extend its reach to 120 high-end mono-brand stores in European countries such as France, The Netherlands, and Belgium, starting Fall/Winter 2024-25 season.
This move is anticipated to boost the brand's presence by 65 per cent in Italy and 35 per cent in other foreign countries. With a current network of 1,400 stores, Blauer USA aims to increase its store count to around 2,000. The brand is also planning to establish a separate network of 220 higher-end boutiques for its premium sportswear brand, Ten C.
Blauer is scheduled to open a mono-brand store in Verona by May 2024 and is concurrently working on constructing a 4,500-square-meter headquarters in Montegalda, slated for completion by 2026.
FGF Industry is optimistic about a 6.8per cent increase in apparel sales, projecting €78 million in sales for 2023.