Canali breaks out its offer in three divisions

By

Godfrey Deeny

Published
Jan 13, 2020

Pitti witnessed a major change of gears at Canali, one of the great family-owned Italian tailoring marques, which split its offer into three distinct brand groups.

In a youth orientated step, starting this season, Canali unveiled its three separate yet complimentary collections -  Canali 1934, Exclusive, and Black Edition.
 
With DJ and singer performing in the dress circle, in a carefully staged presentation inside Teatro Odeon, a plush theater located across a square from Palazzo Strozzi, the fortified family home of the Medici family, the house unveiled the new sartorial triptych.

The brand also projected three videos for each division on a giant screen, very much targeted at today‘s well heeled globetrotters. Punchy yet plush images of major cities and their latest iconic buildings and not that many clothes.
 
"It’s a strategic shift. A very precise decision requiring significant investment. Expressing three different lifestyles," explained CEO Stefano Canali, the third generation of the family to manage the brand.
 
The group also beefed up its global team hiring new talent in marketing and merchandising, production and design in Italy, New York and Shanghai.

 
Black Edition certainly had plenty of punch, a very dark collection incorporating elements of puffers, multi pocket waistcoats, parkas, harnesses and hybrid ideas. The mannequins even wore knit beanies, not traditionally a Canali look.
 
"It is for a younger audience, more dynamic, urban and active. But it also coudl be our existing clients at a different moment in their lives," the CEO added.
 
On the other hand, Canali 1934 riffed on classic elements from the house's archives, pieces that have written the history of the brand, though lightened and deconstructed for today.
 
Finally, Exclusive is focused on essential elements in a gentleman’s wardrobe with fluid volumes and more artistic proportions.

 
"Exclusive is all about the highest sartorial craftsmanship," underlined the CEO.
 
"The market has evolved and we want to keep on serving different customers from the USA to China. So, this is authentic Canali but with a new twist."
 
Worldwide, Canali currently controls 40 directly-owned stores, and 130 franchises stores. Plus, they serve over 1,000 wholesale doors globally. The USA remains its largest market with 40% of total sales, China ranks second with just under 20%, then come Russia, Canada and Italy in order of importance. To spur growth, the house is adding more sales points in China both retail and wholesale.
 
Canali is a family owned company with a managerial organization. "That allows us to set medium term goals and not be in any hurry to obtain quarterly results while remaining financially sound," insisted the CEO.
 
Annual turnover is "slightly underneath" 200 million euros, making the brand an attractive target for an investment firm.
 
"Yes, we have been contacted. But being a family company means the brand is part of our life. So we are happy with how things are," said Canali, who speaks excellent English due to time spent 25 years ago working in foreign exchange in New York after university.
 
His definition of Canali?
 
"Sartorial craftsmanship, attention to detail and high quality materials."