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Massimo Ferrucci

7 For All Mankind’s general manager tells Marie Davies how the premium denim brand plans to sell a lot more than jeans in the UK.

7 For All Mankind has about 150 wholesale accounts in the UK. How key are independent retailers to the UK business?

Wholesale remains the core business in the UK and makes up 80% of our business internationally, with the UK at an even higher percentage.

The UK is one of our major markets in Europe. We’ve been here since 2002 stocked in [premium womenswear chain] Joseph, which is also the brand’s UK distributor.

Last year the brand opened its first two UK standalone stores, in London. Do you plan to grow your retail business here?

We hope to have another store in London at the end of this year and in 2012 we will begin to look outside London at locations such as Leeds or Manchester. Over the next five years we hope to increase retail to 40% of the overall business in Europe, the Middle East and Asia. The stores in the UK will be company-owned and we are launching a UK ecommerce platform this month.

Will this growth affect your wholesale business?

I don’t see this affecting our wholesale accounts. We will continue to push wholesale, retail and ecommerce for a full representation of the brand.

Are there any plans to broaden the brand’s offering? We already have categories such as knitwear, outerwear, leather and accessories in the US and we plan to extend the offer in Europe this year. This means a large offer within these categories will go into our retail stores for autumn 11 and will be offered at wholesale for spring 12.

Do you anticipate price rises on your product this year?

I don’t see much resistance to price increases in the UK for our sector. We won’t be passing on the VAT and price increases to the customer. Cotton prices are going sky high this year but we did our autumn 11 projection for fabric and accounted for this rise so we will be able to maintain our prices.

What challenges will you be facing this year?

Product expansion. We are well known for our premium denim - the challenge will be to create that understanding of our other categories. We won’t be offering whole outfits at first but we are moving towards becoming a lifestyle brand.

What are this year’s denim trends?

A move back to bootcut and a wider-leg jean. Right now our best-seller is still the skinny but this will change over the course of the year. Non-denim is also performing well - twill, chinos and cargo trousers in particular.

What is your fashion background?

I previously ran premium denim label AG Jeans and I was head of Diesel US in the early 1990s.

What other brands do you admire?

Diesel. It has grown so much but maintains a good balance of product, marketing, vision and spreading its image and attitude - it’s number one in its sector.

l What is your best-selling jeans style? Skinny fit, especially in a dark indigo wash.

You travel a lot. Where do you like to go most?

Japan, Israel and Turkey (pictured).

Do you have a favourite designer?

Marc Jacobs - he manages to be democratic while remaining niche.

Does 7 For All Mankind have any celebrity fans?

Jessica Alba and Cameron Diaz.

Massimo Ferrucci is general manager for Europe, the Middle East and Asia at denim brand 7 For All Mankind

Massimo Ferrucci is general manager for Europe, the Middle East and Asia at denim brand 7 For All Mankind

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