DRUMOHR is increasing its international development. The historic Scottish house, which
found a new home in Italy in 2006, is looking to increase its visibility and develop
internationally. It has just opened its very first store abroad, in Japan. A nearly 2,200
square foot space located in Tokyo's Aoyama district, at 5-46-12 Jingumae, Shibuyaku.
By the end of 2017, the brand plans to have three other stores outside of Italy, notably
in New York and Northern Europe, probably Antwerp. "The goal is to open ten or so
stores. These last two years, we have restructured the company by concentrating on
production. Now we are entering the expansion and marketing phase. Italy represents
50% of our sales, followed by Japan, our main international outlet, which makes up for
38% of the total sales," stated Michele Ciocca, president of Drumohr, who runs the
company with his brother Filippo.
Drumhor's official relaunch began last month with the inauguration of the new store in
Milan. The barely thousand square foot store that was opened on Via Montenapoleone
in 2007 was closed and replaced by a lofty and luminous space. Covering 1,600 square
feet, it is not too far off, located at n°45 Via Manzoni, and displays a new store
concept. Sober but elegant, the concept created by the M2 Atelier architecture firm of
Marijana Radovic and Marco Bonelli, was also applied in the Tokyo store.
The two Ciocca brothers inherited the historic Scottish luxury knitwear brand founded
in 1770, which the Ciocca de Brescia group (Northern Italy), the family company
specialised in the manufacture of knitwear and footwear, produced under license before
acquiring it in 2006.
Considerable investments were made in the purchase of the latest generation machine
tools to ensure 100% made in Italy production, while an external manager was
recruited for the first time, Matteo Anchisi, appointed managing director. At the same
time, substantive work was carried out to expand the collection, which is refocused on
menswear and now offers a total look.
The brand known for its famous "biscottino" pattern has expanded its range with
articles with sleeves, shirts, trousers, small leather goods and a line of shoes
manufactured internally thanks to the purchase of shoemaker Pellettieri di Parma in
2009.
Distributed through 350 or so multi-brand stores and three single-brand stores in Italy
(Milan, Alassio and Forte dei Marmi), Drumohr is expecting 8 million euros in revenue
for 2014 and forecasts reaching 15 million in the next three years.