Italian tailoring giant Pal Zileri has targeted the UK for a major push of its casualwear sub-brand Pal Zileri Lab.
The strategy follows a design overhaul for Lab’s autumn 08 collection masterminded by Pal Zileri design co-ordinator Yvan Benbanaste.
“For autumn 08 our sales of Lab are up 17%,” Benbanaste explained. “It’s booming in Italy where it has average full-price sell-throughs of 65%.”
According to Benbanaste, Pal Zileri is planning an overhaul of its Bond Street flagship in London this year to create a stronger in-store presence for Lab. He also confirmed the brand was on the prowl for a Lab flagship in London and Milan.
“Lab has serious growth potential,” said Benbanaste. “It speaks to a different generation than the Pal Zileri mainline and in terms of price it’s more favourable than its closest rivals PS Paul Smith and Hugo Boss Red.”