SINV

A holding company set up on 1 January 2000. It controls the clothing company Sportswear International SpA in Carrè (Vicenza), which is a leader in designer casual wear, producing and distributing Moschino Jeans, Krizia Jeans, and Byblos Blue worldwide. Sportswear International was founded when Ambrogio Dalla Rovere met Adriano and Rossella Goldschmied in 1975. Daily Blue was their first line of jeans, aimed at the middle to high end of the market alongside competitors like Fiorucci, Jesus Jeans, and Americanino. Next came lines that also targeted the male market with brands called Daily Man and Freezer. Differences between the founders led to the Goldschmieds leaving the business and a complete restructuring of the company. 1985 was the turnaround year. The company signed a licensing agreement with Krizia to produce and distribute its Krizia Jeans line worldwide. The company changed its strategic direction. Its goal was no longer to create its own lines of jeans, but to concentrate on building long-term collaborations with prestigious and emerging labels, which would be able to contribute positively to the success and development of Sportswear International. The idea of a network forms the basis of its operational philosophy and is the link that joins the fashion designer’s creativity to the market. After Krizia, other important collaborations were set up between 1985 and 1994, including one with Byblos that led to the creation of Byblos Blu. In 1994, another licensing agreement was signed for the production and international distribution of Moschino Jeans. SINV became a first-rate player in the field of brand licenses and continued to expand commercially to the extent that today it has a presence in 60 countries. In 2000, the newly established SINV Holding made two purchases: it bought 30% of Moschino (a company made up of Aeffe at the time of the purchase of Moon Shadow, who hold the trademark) and 100% of Sartorie Riunite, headed by Victor Vittoria. Alongside Sportswear International, the companies that make up SINV are: Daka, a company buying raw materials; Geo, providing production and logistic services; and Modex, a modeling and prototype business. The growth of the Veneto holding company is amazing: 250 billion lire of sales in 2000 grew to 273 in 2002 (141 million euros). Their recipe for success? “It requires an ever tighter rapport between the manufacturer, which is us, and the fashion house and 3,000 points of sale that are the clients on the other.” Those who claimed that the idea of licensing was dead are keeping very quiet. SINV has licenses to make Krizia Jeans, Voyage, See by Chloé, Jean Paul Gaultier jeans, as well as those owned by Victor Vittoria and Moschino Jeans. In 2003, SINV Terminal was opened in Milan: it is a 5,000 square-meter area that houses all of the showrooms. Expansion of production facilities has allowed the three million garments made in 2002 to rise to five million in 2004. The company has two-fold aims for the future, most importantly, to buy minority shares in the houses. Ambrogio Dalla Rovere says: “The aim is for proper full licenses to account for 50% of our sales and to get the other half from licenses in brands in which we only have a minority share.”