MILAN — Italian label 120% Lino, which is focused on the production of men’s and women’s collections crafted from linen, is going through a re-branding phase aimed at boosting the company’s international business.
Founded in the Eighties by Italian entrepreneur Alberto Peretto, 120% Lino was acquired this fall by private equity Made in Italy Fund, which holds 70 percent of the brand. The remaining 30 percent is still in the hands of Peretto, who also oversees the label’s creative team.
“We decided to acquire 120% Lino because we were intrigued by the fact that it is deeply focused on a single material,” said 120% Lino chief executive officer Mauro Grange, who is among the partners of Made in Italy Fund, a private equity controlled by Q Group and Pambianco. “We also appreciated that the brand was already well-positioned on the international markets with its own retail network.”
Distributed in the affordable luxury segment, 120% Lino already operates two stores in Milan and five stores in Florida. “In the U.S., which accounts for 40 percent of the company’s business, the brand is extremely well-positioned and its perception is very high.”
According to Grange, the U.S. will continue to be a point of reference for the brand, which expects
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