Perry Ellis International CEO on Original Penguin's Italian and European growth strategy

Original Penguin, the American lifestyle brand with over seventy years of history, has launched at Rinascente Milano with a pop-up dedicated to its autumn/winter 26-27 collection. The goal is to consolidate the brand's presence in the European market, particularly in Italy. A new showroom was recently opened in London.

The Milanese pop-up will be open until October 5, at Annex La Rinascente Milano on Via Santa Redegonda.

The space's concept draws inspiration from the attitude of 1960s style icons. It reinterprets Original Penguin's heritage and its golfing origins through a contemporary lens. Clean lines, balanced proportions and materials such as walnut wood; brushed concrete; polished metal and cream-coloured surfaces create a warm and sophisticated environment, designed to place the product centre stage.

FashionUnited discussed Original Penguin's European development strategy with Oscar Feldenkreis, CEO and president of Perry Ellis International, Inc. (PEI). The company owns Original Penguin and its portfolio includes brands such as Perry Ellis; Laundry by Shelli Segal; Rafaella; Cubavera; Savane; Grand Slam; Manhattan and Farah.

What is your expansion strategy for Original Penguin in Europe and Italy?

Our strategy focuses on building a solid and lasting presence in Europe, with Italy playing a central role. Growth is driven by collaboration with key wholesale partners, the development of shop-in-shop formats and the expansion of our direct-to-consumer digital touchpoints. High-profile retail activations, such as the one at Rinascente, and trade fair platforms like Pitti Uomo allow us to present our most advanced collections in strategic growth markets. These include Italy, Spain, the UK, Ireland and Germany.

Are further pop-up store openings planned for the Italian market in the medium to long term?

Experiential pop-up concepts, like the activation at Rinascente Milano, are essential for engaging contemporary consumers and conveying the brand's identity. As we expand our market presence, we will continue to evaluate strategic pop-up opportunities in Italy's main fashion hubs. The aim is to present new collections and test new retail markets.

What is the most important market for the brand in Europe?

The UK is our most established European market and provides a solid operational base. Our goal, however, is to pursue balanced regional growth without relying on a single market. Italy is one of our fastest-growing strategic markets, thanks to its strong affinity with our focus on heritage and craftsmanship. This runs parallel to our expansion in Spain, Germany, Greece, Turkey and the Middle East.

Who is the brand's target audience?

Our target audience consists of men aged 25 to 45 who seek classic American sportswear reinterpreted with a contemporary sensibility and a more tailored fit. They lead an active and dynamic lifestyle, appreciate authentic, heritage-driven design and look for versatile pieces that can transition seamlessly from leisure to daily activities. We constantly conduct market research in Europe to refine our collections and respond to the specific preferences of consumers in different geographical areas.

What are Perry Ellis International's financial forecasts for the current fiscal year?

As a private company, we do not disclose financial forecasts or internal performance metrics. Our focus remains firmly on implementing our strategic growth plan. This includes expanding our global presence in the lifestyle segment, investing in high-quality design and materials, and strengthening relationships with key retail partners in major international markets.