Italian footwear brand Premiata, which has gained popularity worldwide thanks to its stylish sneakers, will open a new headquarters in Italy in 2025 in the Marche region, in Montecosaro, where its new production site is being built.
Premiata CEO Graziano Mazza is considering moving part of his shoe production to Italy; some sneakers that were previously made abroad are now being made in the brand's home country.
Premiata shoes are mostly made in Vietnam, with some of the collection made in Italy. "For me, it's not a question of costs or delivery times. But it's a question of quality: I produce where I think it's best. I saw that some processes are better done in Italy, and I decided to bring them to our country," explains the Italian entrepreneur.
Premiata also plans to open new stores, the first of which is in Paris. "We won't open many stores, we want to be present in the most important cities," says Mazza.
There are also plans to expand the clothing line, which currently accounts for less than 10% of sales, but this category is on track to grow.
At the recent Pitti Uomo exhibition in Florence, the brand presented mainly classic style shoes and clothing. The head of Premiata believes that the focus on the total look means strengthening the brand's image.
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