Maison Signore acquires the historic brand of wedding dresses, Giovanna Sbiroli
The Giovanna Sbiroli brand is reborn. Maison Signore acquired the historic brand situated in Puglia that, for over half a century, has represented bridal haute couture on an international level and will relaunch it with an articulated plan that begins from May 19th to 22nd in Milan at “Si Sposa Italia Collezioni”, the most glamorous event during Milan Bridal Week. Maison Signore also opened a production facility in Puglia, precisely in Putignano, the capital of formalwear dresses, where more than 40% of bridal haute couture is produced. Here’s how CEO, Gino Signore, commented this new acquisition: “Over the next few years, our industrial plan for Sbiroli will lead to a firm upgrading and to the development of the presence on the market of one of the oldest brands in the bridal sector. It is a very ambitious project, with the objective of expanding the business through a multichannel business model. This is why we’ve decided to examine the distribution strategy as a whole, which we will renew with a modern format. In a dynamic market”, states Signore, “that is increasingly moving towards massification, such as fashion, it is essential to be closer to the wishes of your clients and be able to offer them a more personalized and unique experience in the store.” The partnership between the historic brand, Giovanna Sbiroli, and the Maison Signore brand, which boasts over 40 years of a history studded with accomplishments, wants to be the winning move towards conquering those markets that are particularly responsive to the heritage of a product.