After the United States, the relaunch of the brand also starts in Europe BcBg (Bon chic bon genre) founded in 1989 by the Franco-Tunisian designer Max Azria, passed through mixed fortunes and since 2017 in the portfolio of the American fund Marquee Brands.
License for Europe, Russia and Turkey
The operation is led by Alessandro Bastagli, Florentine entrepreneur for 40 years in the fashion sector (owns the yarns Lineapiù, A.Moda/Everlast clothing, Nefe leather goods), which through the company A.Moda, led by his son Edoardo, has just signed a production and distribution license agreement for Europe, Russia and Turkey for all BcBg product categories, both of the first MaxAzria line and of the Generation line.
“We want to make well-finished, beautiful garments at a competitive price – explains Bastagli – to make the BcBg brand go back to what it was twenty years ago, when I met Max Azria and was fascinated by it”.
The BcBg MaxAzria line produced in Italy
The spring-summer 2022 collection will be a flash with 50 items for women for sale online; for the autumn-winter 2022-2023 the garments will rise to 150, «with a strong presence of knitwear», specifies Bastagli who for now will focus on the BcBg MaxAzria line, produced in part in Italy. The distribution will take place in multi-brand stores, online and in department stores such as El Corte Ingles and Rinascente, with which negotiations are underway. The goal is to reach at least 200 stores within two years and return to the turnover levels of the golden days, when the brand reached 25-30 million in Europe.
“From 2023 we will also work on the development of the Generation collection,” adds the entrepreneur, who also intends to develop the other product categories over time.