The Sleeping Beauty is Awake Knitwear brand Lamberto

LAMBERTO LOSANI THE SLEEPING BEAUTY IS AWAKE

Lamberto Losani was beloved and respected, but never unleashed its full potential. The epitome of Italian knitting art applied the kiss of life to itself. Many strategic reforms have set the course for the future. Barbara Signori, the Sales Manager of Lamberto Losani, explains the comprehensive re-launch of the brand. Text: Martina Müllner-Seybold. Photos: Lamberto Losani

Lamberto Losani is a typical product specialist. What are the plans for the future of the brand?

Lamberto Losani has always embodied the essence of Italian cashmere - essential style to the core. It has combined craftsmanship, experience, creativity, and innovation for 75 years; it’s the perfect balance of elements. Delivering a great, authentic product is the focus of our growth strategy. Saverio Palatella, our new Creative Director, is one of the true knitwear titans and has helped build brands such as Gentry Portofino, Malo, and Loro Piana. Our men’s and women’s collections are now contemporary in the best sense of the word. We play with the contrast created by very reduced design and the incredible creative abundance that the archives of this company yield.

Many things are new…

Yes. We have opened a new showroom in “Via della Spiga 2”, located in the heart of Milan. We have also hired a new in-house sales team and established a worldwide network of first-class agents and distributors. These are all people for whom the most important aspect is to be part of the Lamberto Losani family. Because that’s what we are, a family business through and through. We have invested heavily in our headquarters in Magione on Lake Trasimeno - and continue to do so. We strive to produce everything in-house. Among the only things we still procure externally are special yarns required for product highlights. Our supplier is Lanifico Cariaggi, one of the best spinning mills.

What can retailers expect from Lamberto Losani?

They can expect very high quality standards, paired with a contemporary and urban style. Every time I show the collection to someone, I receive the same feedback. Everyone says that it’s exactly what the market lacks.

Contemporary knitwear for women and - for one year now - also for men. Lamberto Losani is keen to evolve from a beloved product specialist into a respected knitwear brand.

Beauty isn’t everything. With which hard facts can you impress?

We offer comprehensive customer service that starts with the B2B order and a possibility to re-order bestsellers. Each customer can also re-order individually, because we can manufacture anything that isn’t in stock in just three weeks - without minimum volumes and in all 60 shades on our colour palette. Our customer service department really deserves the reputation it has earned. We have someone who speaks the local language for each of our export regions. Our customers from the German-speaking countries can converse with their contact person in their native tongue, which is an important prerequisite for us to establish a trusting business relationship.