Table of Contents
- Key Highlights
- Introduction
- Alanui's Journey: From Founders to Majority Stakeholders
- Strategic Implications of the Ownership Change
- The Broader Market Context
- Conclusion
- FAQ
Key Highlights
- Ownership Change: Carlotta and Nicolò Oddi, cofounders of Alanui, have repurchased the majority stake from New Guards Group (NGG), regaining full control of the brand.
- Strategic Plans: Moving forward, Alanui will independently manage operations and distribution, with a stronger focus on international expansion, especially in Asia and a planned flagship store in Milan.
- Market Performance: The brand has seen a 15% sales increase for its upcoming fall 2025 collection, demonstrating robust market demand.
Introduction
In a bold move indicative of their commitment to their brand's vision, the Oddi siblings, Carlotta and Nicolò, have successfully repurchased their stake from New Guards Group (NGG), the company they originally partnered with in 2017. Alanui, a luxury knitwear brand known for its artisanal craftsmanship and unique designs, has grown tremendously since its inception in 2015, presenting an opportunity for the Oddis to steer their creative path independently. This article delves into the implications of this ownership change, Alanui's strategic plans moving forward, and the historic context that led to this pivotal moment in the brand's journey.
Alanui's Journey: From Founders to Majority Stakeholders
The Origins
Launched in 2015, Alanui quickly carved a niche in the high-end fashion market with its distinctive knitwear pieces, especially its luxurious cardigans. The brand's name, meaning "long path" in Hawaiian, reflects its founders' ethos of crafting narratives woven into their clothing. Carlotta, a former fashion editor, leveraged her expertise to fill a market gap for innovative knitwear amidst a sea of casual wear dominated by t-shirts and hoodies.
Investment by New Guards Group
NGG, which has a reputation for nurturing niche brands, first invested in Alanui in 2017. This partnership was initially viewed as a strategic alignment that would bolster Alanui's growth, enabling the brand to scale operationally while tapping into NGG's business acumen. However, the shifting landscape of retail and evolving brand dynamics necessitated a reevaluation of this relationship.
The Buyback: A Return to Roots
In a recent announcement, the Oddis confirmed their repurchase from NGG, regaining autonomy over Alanui's vision and operations. This buyback was not merely a financial transaction; it was a reclaiming of artistic direction. "Alanui reflects our vision and values," explained Carlotta Oddi, emphasizing the brand's long-standing connection to creative storytelling and craftsmanship.
Strategic Implications of the Ownership Change
Independent Operations
With the buyback, Alanui will operate independently, allowing the Oddis to strengthen their control over product quality and brand identity. This shift means that Alanui will directly manage all aspects of the business, from design to distribution, fostering a more cohesive brand narrative. Starting in spring 2026, the men’s and women’s lines will be shown and distributed directly from a new showroom in Milan, a critical move that underscores their commitment to the Italian heritage of craftsmanship.
Focus on Market Expansion
The Oddis have articulated plans to consolidate their brand presence in established markets like Europe and the USA while exploring entry points into Asia. The immediate priority is to expand wholesale partnerships while developing pop-up experiences, particularly in discerning markets like Japan. Ultimately, the founders foresee the opening of a flagship store in Milan, an effort they hope will serve as a physical embodiment of the Alanui lifestyle.
Evolving Product Offerings
As Alanui continues to develop its product lines, it is focusing on the broadening appeal of its offerings. The brand has seen changes in its customer demographics and preferences, with younger consumers expressing interest in their intricate designs. The upcoming fall 2025 collection was already presented to key buyers, achieving encouraging results, with a reported sales increase of 15% over spring.
The Broader Market Context
The State of New Guards Group
The landscape surrounding NGG has shifted significantly, particularly after its acquisitions by Bluestar Alliance and shifts in ownership dynamics with various brands, including Off-White and Palm Angels. The restructuring within NGG, including its recent Chapter 11-style filing for debt management in Italy, underscores the volatility many brands face within the luxury market.
Alanui's Strategic Positioning
In contrast to the turbulence surrounding NGG, Alanui's independent path charts a course towards stability and growth. The strategic decisions made by the Oddis come during a time when consumer demands are increasingly focused on authenticity and narrative-driven brands. Alanui's localized production and seasonal storytelling position it favorably within the competitive knitwear market.
Conclusion
The Oddi siblings’ reclaiming of Alanui marks a significant turn in the brand’s narrative, reflecting not only a return to its roots but a forward-looking strategy aimed at sustainable growth. As they embark on this next phase, Carlotta and Nicolò Oddi are poised to enhance their brand's identity, expand its reach, and deepen its emotional connection with consumers. With plans for a robust future outlined, Alanui will continue to thrive as a symbol of luxurious yet accessible knitwear, promising to delight its clientele with every collection.
FAQ
What led to the buyback of Alanui from New Guards Group?
The Oddis sought greater creative independence and control over their brand, particularly in light of changing market dynamics and their personal vision for Alanui.
How will Alanui's operations change post-buyback?
Alanui will manage all aspects of its operations, from design to distribution, and plans to open a flagship store in Milan to showcase its products more effectively.
What markets does Alanui plan to focus on?
Alanui aims to consolidate its presence in existing markets such as Europe and the U.S. while exploring opportunities in Asia, particularly through pop-up stores.
What are the expected outcomes of the buyback for Alanui?
The outcomes are expected to include an increase in brand recognition, an expanded product line appealing to a broader demographic, and improved sales performance.
