Fenicia-owned Italian fashion brand Camicissima has signed a distribution agreement with Li-Lu Showroom to extend its footprint into the Russian market.

The partnership will start from the Autumn/Winter 2021-22 season and will include a Camicissima dedicated area in Li-Lu’s 2,000sq m showroom in the centre of Moscow.

Fabio Candido: “I’m very proud to work alongside a partner as important as Li-Lu Showroom” 

Camicissima said the collaboration, which follows the company’s expansion into the Chinese market, “aims not only to expand and accelerate the growth of the brand internationally, but also to further expand its distribution methods”.

Li-Lu Showroom supports the distribution of fashion brands in Eastern Europe through franchised stores and wholesale boutiques.

It is also known for its independent Live PR-Agency, led by Li-Lu President Oxana Bondarenko, who is regarded as a pioneer in the Russian fashion industry. Live PR-Agency’s clients include over 25 international fashion brands, in addition to well-known Italian houses.

Fenicia President Fabio Candido said: “I am very pleased to enter into this partnership agreement that comes only a few years after that which we signed to expand into the Chinese market. I’m very proud to work alongside a partner as important as Li-Lu Showroom in this new adventure.”

“I believe that Russia will be an interesting and favourable market for our products,” he said.

Candido outlined the decision to work with a wholesale distributor focused on large-scale retail spaces and its ability to position the brand within various department stores.

“I’m convinced that incorporating dedicated distribution channels to meet the needs of some specific markets will be beneficial and I’m sure that, thanks to our partner’s extensive experience, we’ll be able to successfully enter the Russian market,” he added.

Li-Lu Showroom President Oxana Bondarenko: “I couldn’t ask for a better partner”

Bondarenko commented: “I’m very pleased to have started this collaboration with Camicissima. Despite the difficult situation of the global COVID-19 pandemic, I’m sure that an Italian brand that offers quality products, such as Camicissima, will be welcomed and appreciated in the Russian market.

“I couldn’t ask for a better partner and I’m sure it will be a very rewarding collaboration,” she added.

NOTE: Camicissima featured in a compelling Engagement Lounge session at the recent Moodie Davitt Virtual Travel Retail Expo, with Fenicia President Fabio Candido taking visitors on a journey through the Italian brand’s development over the years.

The session ranged from the company’s humble beginnings in 1931— when Giovanni Candido decided to start a small men’s tailoring business — up to the family’s third-generation leaders and its strong international presence in travel retail and beyond.

It’s a fascinating tale of the brand’s heritage and determination to exceed expectations, underlining its roots and values, and doing things the Italian way.

We are pleased to bring you this Engagement Lounge session in full through the video below.

Candido also featured in a recent interview with The Moodie Davitt Report Founder and Chairman Martin Moodie.