Greymer expands in the USA

By

Gianluca Bolelli

Published
Oct 29, 2015

Luxury footwear label Greymer is putting its foot to the metal. The brand owned by Grey Mer l.l.c. from San Mauro Pascoli, Italy, recently landed at the Galeries Lafayette, Paris, with the MyGrey line targeting youngsters, and opened a mono-brand store at Milan's central Via Borgospesso 23. Now the label is widening the scope of its expansion, and is available at southern California's iconic Fred Segal concept store, as well as in Fred Segal's other two venues in Dallas and Houston.

2015 appears to be the right time for the brand's expansion. Between 2012 and now, Greymer has topped the €11 million mark in revenue, despite the economic crisis looming over Europe.

The operation with Fred Segal is another step in Greymer's brand awareness strategy, a crucial element of the Italian brand's promotional approach in the last few years. Greymer exports as much as 70% of its collections every season, and by upgrading towards the US market it's targeting an increasingly international clientèle.