Oct. 22 – Serapian is a symbol of fashion, elegance, craftsmanship, tradition and modernity; it embodies a unique and exclusive style in the world of Italian leather goods; and today it looks abroad with ambition and passion, offering high quality products on international markets. Serapian over the years has transformed from a small workshop into a big company. With its unique and refined creations, authentic expression of a rigorous Made in Italy, Serapian is present in the main department stores and best-known fashion boutiques around the globe. “The expansion project designed to strengthen the historic brand includes not only the enhancement of product quality, but also its retail business. The collection is well balanced between functionality and modernity, without forgetting the excellence of Made in Italy and the craftsmanship that has always been at the heart of the Maison Serapian, characteristics recognized and appreciated by the international market,” says Diego Porro, managing director of the Milanese brand, who presented the company’s international expansion plan: “the next step will be to invest in distribution. We are set to inaugurate two flagship stores in Russia, and by the end of November Serapian will be in China thanks to a new partnership that allows us to grow both in wholesale and retail sales. Today, we have 5 brand stores, which will become 8 by 2014.” In late October, Serapian will open in Moscow two new stores: the two flagship stores, opened in franchise with the Russian Brand- à –porter, will work with the great luxury brands inside the Moscow Gallery Mall and Vremena Goda. Serapian’s first store is located inside the Moscow Gallery shopping center close to the Kremlin, the main monuments, majestic hotels and the city’s most important offices. The dedicated area, on the first floor of the Gallery, is easily recognized, as it features Serapian’s new store concept, designed by the Milanese studio Laboratory 83. The Muscovite opening inaugurates the Milan-based company’s internationalization season, as it prepares to open a new store in Hong Kong. Serapian is present in 20 countries via wholesale multi-brand stores such as La Rinascente in Milan, Luisa Via Roma, Barney’s in New York, Harvey Nichols and Harrods in London, Sogo & Seibu, Mitsukoshi and Isetan in Japan, and Podium in Moscow. The Milanese company’s goal is to further expand abroad – where 70 % of total sales are registered – with an emphasis on Japan and the Far East.
