Napapijri

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Napapijri logo
Napapijri logo

Napapijri is an Italian outdoor sportswear brand. It was launched in 1990 by Green Sport Monte Bianco Srl , founded in Quart (Aosta Valley) in 1987 , and has been part of the US textile group VF Corporation since 2004 .

history

The brand name comes from Finnish (Napapiiri) and means "Arctic Circle". Initially, the company produced bags and ski clothing until the focus was finally found on the outdoor segment for men's sportswear. In 1996 the company expanded to the US market. For Germany, a branch was established in Eggstätt im Chiemgau in 1998 . In 2004, the US clothing group VF Corporation from Greensboro (North Carolina) took over Green Sport Monte Bianco, including the Napapijri brand, for around EUR 87 million and has since been part of the outdoor segment with brands such as The North Face , JanSport , Eastpak and Vans of the group. The headquarters of VF Corporation for Europe and Asia is located in Lugano , from where Napapijri has been controlled ever since. In 2004 Napapijri produced a collection of parkas and jackets for Karl Lagerfeld . In the early 2000s, a Napapijri children's collection was introduced and the first own shop in Germany, in Munich , was opened. In 2006 the first American store opened in SoHo . In 2007 the brand also offered shoes for the first time . Accessories were added in 2007, an independent women's collection was launched in 2008 and glasses were added to the range. Napapijri's core business is still men's clothing (60%), although womenswear (25%) is to be expanded.

Napapijri today

The assortment ranges from windbreakers , winter jackets, sweat jackets and hoodies to shirts , polo shirts and shirts to pants , accessories and swimwear. As a small logo that is Norwegian flag embroidered . After Italy (37% of total sales) and before France (18%), Germany (20%) is the brand's largest sales market. The total annual turnover in 2008 was 120 million euros. The brand's online shop was launched in March 2010. In addition to retail sales, the company operates over 50 Napapijri stores worldwide; in Germany one single brand store each in Berlin and Munich, as well as partner stores in Bielefeld , Oberstdorf and Garmisch . A store opened in Frankfurt am Main was closed again just a few months after it opened and reopened in December 2013.

Individual evidence

  1. ↑ Ulrike Howe: Company: VF Corporation buys Napapijri. In: textilwirtschaft.de. April 15, 2004, accessed April 27, 2020 .

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