Cult, an Italian footwear brand owned by Zeis Excelsa owned by the Pizzuti family, has started a series of new initiatives aimed at strengthening and increasing its business internationally.

The brand has recently defined a plan focused on enlarging its distribution network, while increasing its product offer by consolidating an apparel collection that debuted six months ago.

After opening its new offices in Milan, in Corso di Porta Nuova 46 B, in the most futuristic area of the city, Cult aims to open two flagship stores in Milan, and inaugurate a total of 30 series of shops-in-the-shop.

The company has already opened ten new shops-in-the-shop in 2022 in Italy and aims to reach a total of 30 ones by end of 2024 that will add up to its network already counting 700 doors, of whose 80% in Italy and 20% in other countries.

Massimiliano Rossi
Photo: Zeis Excelsa
Massimiliano Rossi
“Our aim is to increase our presence in foreign markets and expand, for instance, in Greece, The UK and Eastern Europe. We aim to reach a 50%-50% balance between Italy and foreign markets,” explained Massimiliano Rossi, general manager, Zeis Excelsa.

Part of the Cult’s strategy is to open two flagship stores, very probably in Milan, the first of whose might be inaugurated by the end of 2023.

Both stores and shops-in-the-shop will be inspired by the same store concept characterized by clean dark brown wood and metal shelving systems, and special video walls through which the brand presents its newest product concepts and expertise in manufacturing, and designed by its creative director, Victoria Adaeze Ejiogu. 

Within its product offer this street-minded and urban brand sold for 80% to women brand has started offering a wider selection of products that, in addition to bags and accessory  has launched its first apparel collection in s/s 2023 and during the last edition of Micam, it presented its second collection for f/w 2023/2024. The new line is characterized by its clear urban identity and offers a wider and more diversified 80-piece total look selection for men and women ranging from sportswear and tops to outer apparel and leather jackets.

“We are no longer offering just footwear. We have moved from amphibian boots to a complete wardrobe,” commented Rossi. “We have launched a total look to dress the new generation,” he added.

Cult is part of Zeis Excelsa SPA, which specializes in footwear production. The founder, Dino Pizzuti, laid the foundation 70 years ago to create a Made in Italy manufacturing tradition with a long-term vision, consolidated now by the arrival of the third generation.

The company has become an international reference point that has developed a series of different fashion brands including its own brands Docksteps, Cult, Virtus Palestre and OXS, now collaborating with professionals from all over the world.

The company is also involved in a series of projects that aim at reducing its impact. Along with using photovoltaic energy supply, hybrid cars while reducing the use of plastic and the production of waste, Zeis has started collecting all of its second choice shoes for the last three years and delivered them to Eso Sport, a specialised company that grinds and reuses waste footwear into a material for special carpets for parks’ kids areas. 

It also recycles old rubber and tires to produce recycled rubber soles for part of its footwear. Moreover,
its Docksteps brand offers the Green Philosophy footwear line using recycled rubber soles and vegetal tanned leather uppers only.

Zeis Excelsa closed 2022 registering €20 million sales, and expects to reach €30 million by end of 2024 to become €50 million by end of 2025.

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