Genny’s American dream

«Our new boutique in Los Angeles is just the first step in expanding our presence in the US market over the coming years», Mathias Facchini, ceo of Genny, stated in an interview with MFF. The Swinger international brand recently opened its first flagship store in Beverly Hills at 9536 Brighton Way. The 250-square-meter space features a single level and hosted a big event at the Chateau Marmont, which was made even more special by a retrospective of the fashion house’s top designs and looks. «We currently distribute our products through various specialty and department stores in the US, but our goal is to expand our presence by opening new monobrand locations», he explained.

Globally, the brand currently has around 200 wholesale stores and two boutiques, located on Via della Spiga in Milan and Via Camerelle in Capri. The most successful areas in addition to the US are Europe and the Middle East. «Obviously, this is an important opportunity to present ourselves in the market, especially since we are starting from Los Angeles, which is home to many Hollywood celebrities, some of whom we have a privileged relationship with», Facchini continued. «The flagship’s opening work started several months ago with the development of an advanced and innovative concept that is distinct from Milan, designed especially for Beverly Hills. The event showcased the most representative Genny models conceived by Sara Cavazza Facchini during her ten-year tenure as creative director, followed by a cocktail party and DJ set».

Actors, journalists, stylists, and friends of the brand were present at the inauguration, including Kate Beckinsale, Jaden Smith, Jasmine Sanders, Carmella Rose, Mia Moretti, and Natalia Bonifacci. «Los Angeles, known as the entertainment and glamour capital of the world, is a cosmopolitan, dynamic and free city and the absolute home of Hollywood stars. Genny has strong ties to Hollywood and a loyal customer base that has been urging us to open a monobrand in the US», Sara Cavazza Facchini added to MFF. «I envisioned a sophisticated and inviting interior, employing natural and refined materials such as marble and oak wood with soft geometries that reflect the elegance of the space. The custom texture with the iconic blockchain pattern of Genny knit fabric enhances the perimeter niches, serving as a characteristic element in the concept. Plaster is used to create a sculptural effect of the fashion house’s symbol, the orchid, displayed in three dimensions».

The company is focused on improving its product range through future innovations. «I dream to work on a men’s project but prefers to keep it confidential for now», the designer explained. The ceo stated that Genny is allocating resources and energy to develop their handbags and footwear line. «The Fortune bag is performing exceptionally well in all versions, encouraging us to expand our offerings in this strategic category. On the fragrance front, the creative director is collaborating with our partner Mavive to develop a new eau de parfum, slated for release within the next year, following the launch of White Gold, Rose Gold, and Black Gold last year». Swinger international, the parent company, is currently evaluating new projects that may be revealed soon. (All rights reserved)