The Ermenegildo Zegna Group has announced a merger that is set to trigger a chain reaction across its Australian operations.
The company, also responsible for brands Z Zegna and Zegna Sport, has revealed that the two will combine to form a new label – an improved and augmented Z Zegna.
Zegna Sport, currently stocked via various retailers in Australia, including David Jones, will cease to exist.
A new Z Zegna store concept will also be disclosed for the spring/summer 15 season with openings in key worldwide locations yet to be revealed.
The merger, described as “an ongoing project”, and the introduction of its new store concept, are expected to initiate changes to the way in which the Z Zegna label is represented throughout its stockist network.
According to the company, the decision to merge the two brands has been made off the back of market demand and the desire to provide a more comprehensive offering to address a global modern lifestyle.
Ermenegildo Zegna Group CEO Gildo Zegna said the move will also allow the company to better cater to the accessible luxury segment.
“Zegna is developing a new business tool to target the evolving and specific needs of the menswear market. The new Z Zegna will concentrate its efforts to drive attention to different product categories season after season. From ready to wear to accessories, this workshop has been developed by our design team and will put in place the best know how and expertise to hybridize an established concept. The aim of the new Z Zegna is to gain a solid position in the accessible luxury segment.”
Designed by Murray Scallon and Paul Surridge – designers of Z Zegna and Zegna Sport – the new collection will be unveiled during the upcoming Pitti Uomo in Florence, Italy.
Despite its upcoming unveil, the company has revealed that the new Z Zegna identity will be defined by the concepts of formality and sportification, creating a contemporary expression of tradition with a renewed aesthetic.
“The collection draws inspiration from the meticulous tailored elegance and experimental edge of Z Zegna with the technological leisurewear expertise of Zegna Sport.
“Technical, high performance fabrics and intelligent details combine with all main product categories introducing innovation for an updated attitude to tailoring and sportswear.”
The new Z Zegna collection will be available in selected specialty and department stores worldwide as well as in a large selection of Ermenegildo Zegna flagship stores and on Zegna.com.
News of the brand merger follows the recent confirmation by the group that its luxury menswear label, Ermenegildo Zegna, will open a new flagship store concept at AMP Capital Wholesale Office Fund’s Collins Place, in the Paris end of the Melbourne CBD.
The store, located at 45 Collins St, will occupy 400 square meters over two levels in what will be a new, expanded Melbourne headquarters for the brand.