Eyewear in Napapijri's future

Giuliana Rosset, owner and chief executive of Green Sport Monte Bianco, told Milano Finanza Fashion that new contacts are underway for extending Napapijri brand production to cover watches and eyewear.

The clothing brand, which in Finnish means Arctic Polar Circle, began nine years ago and was successful thanks to the jacket that slips over the head and has the words on the front. Now the Aosta-based company, whose consolidated billings are already at 80 million euros (+15% in 2003 and +20% forecast for 2004) is evaluating the possibility of licensing the brand for other products.

'Napapijri began with clothing for cold weather, for the mountains, for keeping warm in town', Rosset said, 'with this philosophy in mind we are interested in extending our presence only to eyewear and watches. Perfumes or anything else wouldn't make sense. We want to conclude with important companies, but if this means we have to wait to strengthen the brand even more, that's what we'll do'.

After Milan, Paris, Chamonix and Munich, in 2004 another ten Napapijri mono-brands will be opening in addition to various shops-in-shops and corners in major Italian cities.