The collaboration between Karl Lagerfeld and Morellato Group brings together the renowned fashion designer's signature sophistication and distinct aesthetic with the Italian group's skilled expertise and robust distribution capabilities. This partnership is poised to unlock new opportunities for growth and reach for the Karl Lagerfeld brand, particularly in the key markets of Europe, the Middle East, Africa, and South Korea.
Karl Lagerfeld, the late German fashion icon, was known for his distinctive personal style, often pairing his signature black suits and white shirts with statement-making accessories such as sunglasses, tie-pins, brooches, and timepieces. The new licensing agreement aims to capture the essence of Lagerfeld's rock 'n' roll-inspired chic and translate it into captivating watch and jewelry collections for both women and men.
Since its repositioning in the affordable luxury category in 2011, Karl Lagerfeld has sought to expand its reach through strategic licensing partnerships. The new agreement with Morellato Group aligns with this strategy, allowing the brand to leverage the Italian group's expertise and distribution network to further solidify its presence in the accessories market.
Morellato Group, with its extensive network of 650 company-owned stores across Germany, France, and Italy, as well as six e-commerce platforms and 7,000 wholesale accounts, will play a crucial role in the distribution of the new Karl Lagerfeld watch and jewelry collections. This partnership will ensure the brand's products are readily available to both existing and new consumers.
Pier Paolo Righi, the CEO of Karl Lagerfeld, emphasizes the importance of accessories in the late designer's personal wardrobe, stating that statement accessories were an integral element in Karl's own wardrobe. This new licensing agreement with Morellato Group aims to further strengthen the brand's accessories offering, capitalizing on the inherent legitimacy and appeal of Karl Lagerfeld's iconic style.
The Karl Lagerfeld brand has previously had separate licensing agreements for watches and jewelry with various partners, such as Fossil Inc. and Swarovski. The new partnership with Morellato Group represents a strategic move to consolidate and diversify the brand's licensing portfolio, ensuring a cohesive and streamlined approach to its accessories offerings.
