Lorenzo Boglione (BasicNet): “With K-Way we focus on Asia, the goal is to strengthen growth”

“Our challenge? To be able to grow the brand while remaining faithful to its nature and the iconic nature of the product we make. We want to leave Italy and France, which are our main markets, and take the brand to the world”. Word of Lorenzo Boglione, vice president of sales of the BasicNet group and son of the owner of the company founded in 1995 and listed on Piazza Affari just 4 years later. In the portfolio labels such as Kappa, Robe di Kappa, Jesus Jeans, Sabelt, Briko, Superga, Sebago and K-Way, the latter back on the catwalk yesterday with a collection presented at Milano Moda Uomo. “It is the third fashion show of the brand and it was nice to finally be back with an important audience, we are very happy – underlines Boglione at AdnKronos -. The brand is a continuation of a path of growth and affirmation that makes us very happy. “Born in 1986, a master’s in management at Escp Europe and a degree in Economics, since 2019 Boglione is also a director of BasicNet, multinational that over the years has been able to resurrect companies and brands that had lost their luster. Such as K-Way, the iconic brand of anoraks acquired in 2003, which in a handful of seasons has returned to being a cult name also in the segment of luxury, thanks to collaborations with fashion houses such as Fendi and Comme des garçons. ‘For K-Way, collaborations are a constant – explains Boglione – we work with designers and brands who want to interpret our iconic product. The general idea is to allow to brands of different types, not just high-end ones, to approach and interpret what we do “. The latest milestone is the agreement reached between BasicNet and K-Way France, licensee of the K-Way brand in France, for the purchase of the entire share capital of K-Way France by the Turin group. Now the eyes are on the East. Among the main projects of the brand for 2022, there is its repositioning in Asia. “In recent months – Boglione remarks – we have found a strong interest in the brand from various Asian markets. In 2022 we will open in Japan, China, Korea and Hong Kong. There will be a path of growth and landing of the brand in these markets. and we are very confident “. As for the other brands in the BasicNet stable,” there are constant openings of all brands worldwide – explains Boglione – for all of us we record continuous growth in a very structured way and at a global level “. In February, however, the board of directors will meet to approve the preliminary data for 2021, after having archived the first 9 months with a growth of 10%. “We have a long-term vision – highlights Boglione – in 2021 we recovered the setbacks due to 2020, which was a complex year for everyone. We certainly have ambitious prospects for the next few years. The goal is to grow a lot”. Other acquisitions in sight? “As we always say, we keep our eyes open – he admits – we have the opportunity to make new acquisitions but the right conditions must arise. If there are, we will evaluate them with the same spirit as always, we do not preclude anything”. (by Federica Mochi)