WP Lavori in Corso creates a new legal structure, Woolrich Europe

By

Olivier Guyot

Published
Dec 24, 2015

WP Lavori in Corso, the Italian group which is also the licensee for Woolrich John Rich & Bros in Europe and Asia, has formed a new partnership with Woolrich, the American outdoor label.

The partners aim to develop internationally the Woolrich John Rich & Bros  brand and confirmed the uniformity of its global image. An ambitious development plan has been presented for the next 5 years.

In order to support the implementation of this strategy, WP Lavori in Corso has created a new legal structure, Woolrich Europe.

Under this new organization, sales are expected to grow by 14 % between 2016 and 2020, from 104 million euros in 2015, and the boutique network should expand from 15 to 75 units during this period.

Woolrich plans to open 54 shops in Europe, mainly located in large cities - such as Paris, Milan, Rome, Madrid, Oslo, Zurich, Vienna, Moscow and Saint-Petersbourg - as well as a number of shop-in-shops.

In Asia, 5 new shops will add to the current network, and 25 shop-in-shops will open in Japan. The brand will inaugurate its first outlet in Seoul, and oppotunities for development in China will be considered.

This partnership between WP Lavori di Corso and Woolrich originated in 1982, when the Italian group started to import outdoor products for Woolrich in Italy. In 1998, the Woolrich John Rich & Bros brand was created, building on the image of Woolrich, while adapting its men, women and kids collections to the European market.

The brand thereafter expanded in Asie and in North America. It is now present in 45 countries. In France, the brand is available at the robert Dodd Showroom.