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KEN BARRELL |
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From U.S.A to Italy, the brand history –
Ken Barrell started in Brescia with the opening of the first store;
the product range based on a smart sports concept which immediately captured both male and female
interest. The organizational formula and business model where subsequently used throughout the
Italian market. Before launching the project in Italy, Ken Barrell had already enjoyed success
worldwide. The brand was born in New York in 1956 from the integration of two companies. The first,
London-based, specialized in the distribution of high quality fabrics, the second, headquartered in
San Francisco, with retail experience in the clothing field. The result of this transition was a
chain of stores throughout the U.S.A. which went through a series of transformations, until when – in 1999 –
a dynamic entrepreneur from the Italian region of Lombardia took over the trade mark realizing its
potential. In Italy Ken Barrell has retained the “sportswear” origin, whilst enriching its style
with an Italian flare and expanding the range to progressively achieve a male/female look of
“informal luxury” inspiration, as the brand image suggest.
The product strength - Today the store launches two collections per year, updated with frequent
fashion statements. At this stage the male range of product represents 65%, but there is an
ongoing gradual redistribution of the mix, which aims to balance the targets. Beside knitwear
and shirts – which have a central role – the integration of trousers, jackets, outerwear, suits, shoes and fashion accessories has enhanced the range. Sportswear is prevailing, as previously stated, but classic models are also present. The female range is focused at present on “tops”: knitwear, shirts, jackets, outerwear and accessories. The innovative addition of lifestyle products (fashion and design books, fragrances for male and female, ambient scents, music cd’s with exclusive compilations) perform a double function: they increase purchasing options and enhance the trade mark profile making it easily recognizable.
The creativity of an “in house” design department, the careful selection of fabric and material, the attention to detail in manufacturing coupled with competitive value for money represents the strong point of the brand. |
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© Ken Barrell all rights reserved
VAT 02084210174 |
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