Cruciani grows abroad and looks to America and Asia

In one year since the acquisition by Orlean Invest Holding, turnover has doubled, while an increase of 50% is expected for 2023 compared to 2022.

It is an entirely Italian story that of Cruciani, the Umbrian luxury cashmere brand that was on the verge of bankruptcy and in 2021 was saved thanks to the acquisition by Orlean Invest Holding. “We took over the history, the professionalism and the workers of the brand – says Bruno Savio, CEO of the brand – an operation which allowed not only the safeguarding of all jobs, but also the hiring of new employees, in a particular territory such as Umbria”. To the employees must also be added “external laboratories and small artisans: the territory – underlines the CEO – works for the company”.

If the fate of the company, which became famous globally with the famous macramé bracelets of the Cruciani C line, seemed to be that of closure, with the new ownership instead “professional figures close to retirement have returned to give their availability – continues Savio , there was a great desire for redemption. Today we need to increase and we have difficulty finding qualified workers.” To reposition Cruciani on the market, “key figures within the company have been recreated at a commercial, product and financial management level: growth – underlines the CEO – is the result of teamwork”. In one year from the acquisition, the turnover doubled, while an increase of 50% over 2022 is expected for 2023.

This is thanks to the development on the European market and the debut on a prestigious showcase such as Milan Fashion Week. Also in Milan, Cruciani recently opened a showroom in via Tortona, the heart of the fashion district. Thanks to these actions “today 70% of the turnover is achieved abroad and 30% in Italy, while before – explains the CEO – it was the opposite”. Today the company also aims to increase the share of the women’s segment, which has been reintroduced after a long absence and debuted with excellent feedback at Pitti Uomo and Milan Fashion Week with the autumn-winter collection.

In 2024 “between February and March – Savio announces – we will return to Milan with a starting showcase in Rinascente, while the next project is the opening of a flagship store in the fashion capital”. The fashion house also aims to increase its presence outside the EU, with particular attention to commercial development in Asia and the United States. The communication driving force behind the development of the brand based in Trevi (Perugia) is the iconic ‘Quadrifoglio’ macramé lace bracelet, launched in 2011, now re-proposed and enhanced thanks to a partnership with the Marangoni institute in Milan, and links with teams of football and car racing teams, to charity projects such as the one recently created for the Lega del Filo d’Oro. Cruciani’s pop line thus becomes a hotbed of ideas, with a division based in Milan and a heart in Umbria.