As part of its continued diversification, Ferrino is launching its first line of technical outdoor apparel on a global basis at the OutDoor show in Friedrichshafen, allowing the company to offer a wider range of products under its own brand, which is mainly known for its tents, sleeping bags and backpacks.
While the pants will be made in Italy, the other items in the collection will be made in the Far East. The line features several compressible ultra-light items with modern designs. Using high-tech materials and lending a typically Italian attention to details and other design elements, the new line will be positioned in a high segment of the market, following a strategy similar to Montura, a new up-and-coming brand of outdoor clothing that is now playing a leading role on the Italian market. In fact, Ferrino and Montura share the same agent in Germany, Giacomo Casale, who also represents Lizard.
Due to be presented at the European show against the backdrop of Naica, the Mexican crystal cave, the new compact line is called Highlab, named for the campground that the company uses every summer near the summit of Monte Rosa to test its latest products.
One main purpose of the new diversification into apparel – footwear is not yet in the pipeline – is to support the quality image of the Ferrino brand name. In another recent diversification move, a few months ago Ferrino bought Baldas, an Italian brand of snowshoes. The company has also been distributing many foreign outdoor brands on the Italian market including DMM, Katadyn, Silva, Trampa and Wild Country.
Outside Italy, Ferrino is represented in 40 countries. Recent distribution agreements have been signed in the USA, Japan, Finland, Singapore and New Zealand. The new American partner is Trango. Sales are growing rapidly in Eastern Europe, where the brand already has a strong position. The composition of Ferrino’s turnover is becoming more and more international. With foreign orders up by 30 percent for the current Spring/Summer season, sales outside the domestic market are reaching about 40 percent of the total turnover, which is expected to be close to €20 million.