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Colmar Originals. The Journey to a Global Brand Behind Colmar Originals stands a traditional company with a young spirit, which is the perfect recipe for success in the Italian market and beyond, with the declared aim of glo balising the Italian brand.
for special styles, which is below the price segment of rival brands such as Moncler and Duvetica. Polo shirts, shirts, fleeces, and shoes are also available as licensed products to complete the look.
Text: Nicoletta Schaper. Photos: Colmar Originals
Solid Foundations
Great product - cool image: jackets by Colmar Originals are an excellent example of how a traditional company can gain new impetus by drawing inspiration from its own rich heritage. Colmar Originals started in 2009 with down jackets inspired by the 1970’s Colmar fashion collection. “We were encouraged to continue developing this line through our customer feedback“, according to marketing manager Stefano Colombo. “Since then we’ve managed to double our turnover from season to season. Quite an achievement, as it isn’t easy to grow in a saturated market.” In addition to an innovative and high-quality premium product, price is another factor in favour of Colmar Originals. Jackets cost 249 to 500 Euros
Colmar’s foundations were laid in Monza in 1923, when Mario Colombo began to manufacture working clothes. The beginnings of Colmar Skiwear can be traced back to 1945, when the Italian designer began using his work-overalls for skiing. The success of the brand gained momentum when ski champion Zeno Colò won the World Championships in Oslo wearing an aerodynamic ski suit specially designed by Colmar. Ski and golf wear are still major divisions of the company to this day. The company is also an active sponsor of events such as the aptly named Colmar Cup in Italy. The most important company division is the Colmar Originals line. For this line, the company returned to its roots in the Brianza region between Milan and Como, and relied upon familiar
Marketing manager Stefano Colombo would like to build on the success of Colmar Originals and create a global brand.
Jackets for men and women are the mainstay of the total look collection by Colmar Originals.
structures. Today, Colmar is managed by Mario Colombo as president, who is actively supported by his cousins Giulio and Carlo Colombo, as well as Stefano Colombo representing the fourth generation of the Colombo family. Sustainable Action
Hard work bears fruit, starting with the 1,000 points of sale in the home Italian market. “Our customers believe in the product“, says Stefano Colombo. “We want to build this trust in other key markets and globalise the brand this way.” Marketing power and selective distribution are also core components of the group strategy. The 300 sales outlets in Germany include Sor Hannover, Jades Düsseldorf, and Lodenfrey Munich. In Austria, where the brand is marketed by CCT Collectionen Christian Teufl, Sailer Seefeld, Einwaller Innsbruck, and Steffl Vienna, are among the 70 premium clients. Further own stores for a measured market entry are also being planned, in addition to the twelve stores already trading in Milan and Berlin, for example.
More flagship stores are to follow in every important market. “The most important factor for a healthy business is sustainable action“, reveals Stefano Colombo. “We live our vision and are full of enthusiasm. I’m very proud to be able to convey this energy into our own products.”
Colmar Originals 2 collections per year, each of 200 items Production: Italy, China www.colmaroriginals.it
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