Florentino in Japan
The menswear brand continues growing in Asia with a distribution deal that marks its multi-channel debut. Coming next, shop-in-shops and brand-owned stores.
Classical but cutting-edge and casual. That’s how Florentino defines its style. Classical lines with up-to-the-minute detail in premium fabrics make these garments – all immaculately tailored in-house – stand out from the crowd. More than 50 years after the creation of his eponymous brand and now with help from the family’s second generation, Florentino Cacheda is still making impeccable collections at his site in Lalín, Galicia in north-west Spain. On sale in more than 80 countries, the Spanish brand has clients that include top retailers like Mexico’s Palacio de Hierro department store.
In 2013, Asia was emerging as a major focus of its global strategy. Positioned in Cambodia, Thailand and China, where it already has seven stores under franchise and hopes to reach 35 within five years, Japan is Florentino’s next port of call. After signing a deal with Toyomura Sheet Metal – a major company in the metallurgical sector now launching its fashion division in Japan – it will start out with entry into exclusive multi-brand and department stores. Next, it will consider adding in shop-in-shops and its own retail network. Florentino presents collections at Pitti Uomo and CPM Moscow and intends to revamp its online shop to gain greater global reach through e-commerce.