Brama Group, Italian distribution organization active throughout Europe, will further increase its activities by opening an 800-sq-meter flagship showroom in Milan in September 2017 and in addition start distributing accessories brands by 2018.
Brama, whose name stands for “Braglia Manufactures”, was created in 1956 in Modena as a specialized knitwear manufacturer. In the 1990s, Brama developed itself into a distribution company of fashion brands that first extended itself in Italy and afterwards also internationally.
At the beginning of the 2000s they started acquiring several prominent licenses for the distribution of mainly American brands in Europe. Today, the company has a portfolio of well-positioned brands, including Current/Elliott, Equipment, Enza Costa, Isapera, J Brand, Mother, Norma Kamali, Grey Jason Wu and Opening Ceremony. Starting from fall 2017, they also launched their own high-quality made in Italy knitwear brand Fine Edge.
Brama is presently working with 1,200 multibrand boutiques all over Europe. “We are artisans of fashion distribution,” commented Renzo Braglia, CEO, Brama. “Considering that we work with the top 50-60 fashion boutiques of each country, for this our work is very keen on each of our clients.” Brama has headquarters in Modena (Italy) and works through a network of showrooms in Antwerp, Copenhagen, Düsseldorf, London, Madrid, Munich and Paris. This last one opened in 2011, is the most representative and image-driven one, though another as important one will open in Milan in September 2017.
“We strongly believe in the importance of the Paris-Milan axis,” commented Renzo Braglia, CEO, Brama. “Both cities are very important capitals as both host important international fashion weeks and are cool destinations for fashion insiders from the rest of the world. Plus Milan, especially after the Expo, has returned to be appreciated as tourists from all over the world come here.”
Braglia believes that denim will continue to be a key part of men’s and women’s wardrobes. “We discovered and helped growing J Brand since when Jeff Rudes launched it and we helped it to become international from the early 2000s on,” he explains while referring to the time when premium denim was born and top boutiques like Biffi and Antonia in Milan, just to name some, started to carry jeans in their stores.
Premium denim brands represent 50% of their offer (including J Brand, Mother Jeans and Current Elliott), but also sell complementing products and brands that, from 2018 will also include bags and accessories. “Denim is everywhere today. When we started working with it in the early 2000s just a few players existed in the premium denim market segment. Today the market is much more fragmented. For this brands need to be more specialized, offer more particular products and need to work as if they operated with micro-niches. Brands like Off White, Hood By Air and Vetements are luxury sportswear brands sold at similar price levels as Chanel. For this, much more innovation and specialization is required."