GURU ON FASHIONUNITED

Global strategies and back to basics. Guru relaunches itself by focusing on retail, e-commerce and new creative identity, aiming to become a major player again abroad.

Guru studies relaunch and lands in Spain
Retail expansion, with a special focus on foreign countries and e-commerce: this is how the strategy to relaunch the brand Guru. A jewelry collection will also be launched in 2023.

Thus, the brand Guru, characterized by a six-petaled daisy marked by an orange pistil, founded in 1999 by Matteo Cambi, comes back to life.

“This was precisely the intuition of entrepreneur Gianluca Sessarego, founder in 2014 of the company Ghep, which specializes in the production and sale of clothing, accessories and footwear, who chose to bet on the rebirth of a brand that retained the appeal, positivity and visual identity capable of regaining the interest of consumers. The relationship between Ghep and Guru was born in 2018 when the brand was acquired under a sublicense for apparel,” reads a note. Sessarego’s company then acquired ownership of the label in 2021.

The new collections are created by a team of designers from the sports and leisurewear sectors.

The relaunch will see the brand move step by step toward a total redesign, a new business plan, and communication strategies designed to meet and flank consumer attention once again.

The new collections are now created by a team of designers from the sports and leisurewear sectors, called upon to reinterpret the contemporary visual codes of street chic style through artistic experimentation.

In addition to the premium clothing line, which was launched with the spring summer 2022 and features all continuous garments with the new version of the embroidered daisy, Guru will also present the weekend collection from large retailers.

Also part of the brand’s new course is the agreement with Marbel Group for the children’s line. In addition, the company is working on expansion, not only in Italy but also in the Chinese market. The first landing will take place in Spain during 2023.

The history of the brand began in 1999, with Matteo Cambi. After tremendous success but poorly controlled management, it was closed in July 2008 following the bankruptcy of Jam Session srl, owner of the brand. The company had accumulated more than 100 million euros in debt. After the bankruptcy, the brand passed into the hands of Indian company Bombay Rayon Fashion Limited (Brfl), which bought the license and relaunched it in Italy. In 2016, Brfl Italy entered financial difficulties. In October 2019, the court in Parma entrusts the management of the brand Guru to the Lugano-based company Tee Sagi. The international distribution business is entrusted to Ghep, which acquires ownership.

Article published on fashionunited.co.uk on 14/04/2023. All rights belong to the respective authors. This content is reported for dissemination purposes.