Liu Jo fashion
BRAND AND FASHION DESIGNER , L
LIU JO, FROM THE CITY OF CARPI TO INTERNATIONAL BRAND
Liu Jo is an Italian clothing company that was born around the mid-nineties thanks to the brothers Marco and Vannis Marchi, in Carpi, with a knitwear collection.
THE LINES
In a short time the brand expanded its production. It introduced the LIU JEANS line and strengthened its presence on the national territory with the opening of several stores. Around the 2000s we witnessed the inauguration of single-brand stores in Italy and abroad.
The founder’s creative reaction was immediate; in fact from 2000 to 2005, they launched new collections on the market. A line dedicated to LIU JO JUNIOR girls, a line of accessories, the Ajay collection dedicated to curvy women and a male line.
The success continued. The Baby line dedicated to girls from 0 to 5 years old, the Luxury collection made of jewels, the Underwear and Beachwear line and the Home line, dedicated to furniture, made their debut in the world of licenses.
KATE MOSS FOR THE SHOES LINE
In 2008 the company introduced other novelties. The iconic line of the brand was born, the LIU JO Bottom Up and the Shoes line which boasts the top model Kate Moss as testimonial of the campaign.
As of 2010, the brand’s distribution network had more than 190 single-brand stores and approximately 4,500 multi-brand stores worldwide. Consequently, it guarantees the brand a presence in over 33 countries from Asia to Europe.
From an economic and financial point of view, the company went from a turnover of 91 million euros in 2005 to 230 million euros in 2010. The net profit was close to 36 million euros and had more than 390 employees.
FROM 2010 ONWARDS
In the years 2009/10 there was the acquisition of the Underwear and Beachwear licenses. The accessories line debuted on television with two exclusive campaigns entirely dedicated to the launch of the first it-bag. Kate Moss became the testimonial of the brand in 2011, the year in which the Liu Jo flagship store was opened in Milan in Corso Vittorio Emanuele. The e-commerce platform was launched in 2013.
In 2017, a corporate reorganization of the group was launched with a 130 million transaction: the brother Vannis left the board and remained a shareholder with about 10%, and the brother Marco remained the controlling shareholder. Liu Jo was the protagonist in the football world, as the main sponsor of Bologna in the 2018/19 and 2019/20 seasons.
Marco Marchi, founder and creative director of Liu Jo, joined Coin through a 15% capital increase. In 2019 Liu Jo acquired Blufin. A fashion house founded in Carpi by Anna Molinari and Gianpaolo Tarabini. Along with the Blumarine brand.
In 2020 Kendall Jenner signed the Liu Jo campaigns. Notably, in the same year, the #BetterTogether manifesto was born, a hymn to sustainability. As of 2021, the SS21 campaign was about the centrality of #JFactor, making “jeans” stand out, the brand’s iconic garment. Also certified recycled materials were introduced as well as the reduction of resource consumption in the production process.
Read also:
LIST, HERBERT
