La Perla to undergo second restructure since 2008

By

Anaïs Lerévérend

Published
Oct 30, 2012

Desptie facing some social unrest in Bologna, Italian lingerie brand La Perla is refocusing its strategy to launch itself as a true “Made in Italy” label. Rumours, however, that the brand will soon be undergoing a complete restructure – which would be the second after the brand was bought by PH Partners in 2008 - has forced La Perla to clarify their intentions. The re-launch will mainly see an expansion of the brand’s retail network, with an expected 4 to 5 million euros to be invested in this division, but despite denial from CEO Tim Brashner last March, the company is likely to see some redundancies.

Continuing expansion in Asia, America and Eastern Europe, La Perla looks set to recover its efficiency levels thus accounting for the rising costs in Italy. Up to 300 of the 600 jobs at the factory in Bologna could be threatened (La Perla has around 900 employees in total), which could deeply harm the company’s quest to become a “Made in Italy” brand.

Tim Brashner, while working to improve the brand’s international profitability, has also announced a third prong to the new strategic plan: the development of a secondary line, La Perla Studio. Until now the line has only been available in multi-brand stores but December will see the opening of two stores in Italy. Between the two lines, La Perla is hoping to open 160 new stores in the next three years.