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Ermanno Scervino names Sofia Ciucchi general manager
Ermanno Scervino is deploying a new strategy and managerial team to tackle the post-Covid-19 relaunch phase. For the first time in its history, the Florentine luxury label has appointed a general manager from outside the company to work alongside CEO Toni Scervino, choosing Sofia Ciucchi, 52, an executive with a distinguished career in the luxury industry.
An economics graduate from Milan’s Bocconi University, Sofia Ciucchi worked with major industrial groups like Bosch and BTicino before joining Salvatore Ferragamo, where she spent over 20 years in a variety of executive roles. In 2012, she was appointed deputy general manager, and then left the group at the end of 2016.
In the last three years, Ciucchi has been in charge of leather goods brand Il Bisonte, based in Florence like Salvatore Ferragamo and Ermanno Scervino, driving its market relaunch. Under her aegis, Il Bisonte's revenue grew by almost 70%, rising from €21 million in 2016 to nearly €35 million in 2019.
Ciucchi will report directly to Toni Scervino, who has founded the label with designer Ermanno Daelli and has been at the helm since 2000. Ciucchi’s appointment coincides with a new phase in Ermanno Scervino’s history, characterised by a revamped expansion strategy. Ciucchi joined the label's board of directors last November, and was immediately involved in setting up the new strategy.
“We worked very hard to draw up a road map for the company’s growth in the next few years, and prepare the team accordingly,” stated Toni Scervino in a press release. He is notably beefing up the merchandising, styling, commercial and marketing departments, “paying special attention to digital initiatives and content.”
He added that the label's “strategic priorities and product development and market expansion strategies” have been redefined, with an emphasis on the product categories that Ermanno Scervino intends to boost. Notably knitwear, traditionally the label's core business, and fashion accessories, with a special marketing plan for the launch of a new handbag collection, which will be unveiled soon.
Ermanno Scervino’s redesigned ready-to-wear collection, as well as the lingerie et beachwear lines, the latter produced and distributed under licence by ViaMazzini ever since the launch in 2007, will be presented in July. The more affordable line, Ermanno, targeting a younger audience, is being repositioned and will be presented in September.
Finally, Ermanno Scervino has announced it has a new partner for the Junior line, first introduced under licence in 2005, and later developed internally. The new licence was assigned to Gimel, a Puglia-based company specialised in this segment, which also produces childrenswear for Elisabetta Franchi, Dondup and Philosophy by Lorenzo Serafini.
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