K-Way Accelerates Global Retail Expansion Fueled by Strong 2024 Performance and Strategic Acquisitions

K-Way's retail expansion strategy is accelerating, marked by a significant new store opening in Milan. The iconic brand anticipates concluding 2024 on a strong financial note, having recorded €159 million in revenue. CEO Luca Lo Curzio projects continued growth for 2025, with the exact rate depending heavily on the crucial performance of the November and December months.

In Milan, the brand, originally French but now controlled by the Piedmont-based BasicNet of the Boglione family, has relocated its store to 30 Corso Garibaldi. This new 150-square-metre space, nestled in the vibrant Brera district, is designed with an innovative, minimalist concept that celebrates K-Way's core DNA, effectively showcasing its product range, including the latest Le Vrai raincoat 4.0 iteration. Lo Curzio highly praises the Bogliones' success in transforming K-Way from a simple raincoat into a comprehensive "total look," positioning it as a category synonymous with its product, akin to global staples like Nutella or Chupa Chups. He highlights the distinctive coloured zip as a paramount identifier, almost surpassing the logo in its instant recognition and enduring impact.

Globally, K-Way boasts a robust retail presence with 120 stores. In Milan, the brand also maintains a flagship on Via Foscolo in the Galleria, spanning 220 square metres over two floors, and a recently opened space at Linate Airport. The CEO confirms a strategic focus on international development, targeting mono-brand expansion primarily across Europe, with leading markets identified as the UK, Spain, and Germany, alongside broader Northern and Eastern European regions. In the UK, K-Way opened its first London store in February and is finalizing deals for Manchester and Liverpool, while in Spain, after Madrid, new locations are actively being sought. A significant acceleration is also planned for Asia, where K-Way currently operates four mono-brand stores in Korea, one in Taiwan, and one in China, recognizing these as complex markets requiring well-structured local partnerships.

Alongside international growth, K-Way is committed to consolidating its presence in mature markets, including Italy, France, and Belgium. France, in particular, stands out as the leading retail market for the brand with 70 stores, including four mono-brand locations in Paris, one just outside the city, and additional shopping centre presences. Recent openings include Toulouse, and while France leads in retail footprint, Italy remains ahead in overall market performance. Lorenzo Boglione, BasicNet's CEO, outlines a strategy to relocate smaller stores, typically 60 to 70 square metres, to larger spaces to present the brand's full scope. The company aims to open 10 to 15 new locations annually, with recent expansions including doubling up in Nice and upcoming openings in Naples, Bolzano, and San Sebastiano, plus a temporary store at Fiumicino in December.

Under the Bogliones' leadership, K-Way has significantly broadened its product offerings to include various accessory categories. While knitwear has become a very important component of the business, luggage is gaining popularity, and small accessories have seen substantial improvements over the last two to three seasons. Currently, menswear accounts for 50% of sales, while childrenswear contributes about 20% and womenswear 30%. The brand aims to grow its womenswear offer, despite many existing unisex products within its collections. On the collaboration front, K-Way has partnered with Disney for an exclusive line, already available at Selfridges, set to launch in key K-Way flagships on December 4, featuring an adult jacket with Mickey Mouse and children's versions inspired by Frozen and Aladdin. Although there won't be a runway show this year, Boglione promises an "important moment" during the January fashion week, differing from traditional presentations.

In a broader context, BasicNet closed the first nine months of 2025 with robust financial results, reporting aggregate sales of products bearing the group’s brands at €909 million, a 7.3% increase, and consolidated revenue reaching €303.4 million, up 2.5%. This period also saw a significant development for K-Way, with the Permira fund acquiring a 40% stake in the brand from BasicNet in October 2024. BasicNet's diverse portfolio includes other well-known brands such as Robe di Kappa, Sebago, and Superga.

Expanding its brand stable, BasicNet recently acquired the European operations of US-based Woolrich from the L-Gam fund in mid-November for €40 million. Boglione outlines the mission for Woolrich as bringing the brand back to its "essence and true nature," noting its already diversified geographic presence and strong roots across Europe. He acknowledges current operational challenges but emphasizes that the group is in the early stages of revitalization, with a long-term approach looking towards 2030, and will communicate next steps in due course. Alongside this, Sebago continues its "extraordinary path" of strong growth, driven by ongoing store openings and robust digital performance, consistently attracting interest for new collaborations within the group's brands.