Andrea Grilli on the Future of Off-White and Delivery Calendar

Andrea Grilli, CEO of New Guards Group, gave an interview to WWD and talked about the future of the holding, which includes such brands as Off-White, Palm Angels, Ambush, Opening Ceremony, and Heron Preston.

New Guards Group will switch to a new supply calendar - the company wants to minimize the gap between presentation and delivery of the collection to stores while maintaining the quality of garments.

New Guards' new strategy is different from the see-now-buy-now concept. Andrea Grilli explained that their main goal is to continue evoking emotions associated with the presentation of a particular collection and immediately satisfy the desire of the audience to buy collections and drops.

In the interview, Andrea Grilli said that Off-White will miss fashion week in September. “We will start with the Spring of 2021 season. There will be no show in September, and in January we will open the season and present a new format. From February we will deliver the collection to stores.”

Off-White | Spring Summer 2020 by Virgil Abloh

According to Andrea Grilli, the new supply calendar will attract the attention of buyers. “The new supply calendar will allow us to improve distribution, as it will be customer-oriented."

Grilli also noted that the pandemic didn’t hit hard on New Guards Group sales: “We completely switched to remote work on February 22 to protect the health of our employees. But the truth is, we at the New Guards Group have not held meetings at our desks for a long time. We have partially worked remotely since 2013. From a business point of view, fortunately, we found ourselves in this emergency with Farfetch [bought by NGG last August], which allowed us to greatly increase sales."


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