Rifle’s 60th anniversary opens the era of the brand’s relaunch

Rifle’s 60th anniversary opens the era of the brand’s relaunch. A new chapter whose first pages were written in June 2017 when Giulio Fratini, third generation of the founding family has announced the agreement with Kora Investments Sa, Swiss investment holding company founded in 2014 by the lawyer Alessandra Pallara, leading to the establishment of the new society Rifle & Co S.r.l.

An operation that signs the opening for the first time to foreign capitals and welcome a new team of managers, with the purpose to bring the brand Rifle back to play a major role in the international jeanswear world. Franco Marianelli will be the one leading this new course, with a curriculum characterized by top-level positions driving internationally renowned denimwear brands and whose now Rifle’s new CEO.

The kick of this new plan coincides with a fundamental recurrences for Rifle, the 60th anniversary of its foundation. A goal that brand intends to celebrate at its best, starting from a renovation of the product, with a constant look at its heritage and its excellence in manufacturing. The new collection will have as starting point the brand archive, source of inspiration for a product with a strong fashion content and at the same time open to new trends coming from the catwalks, with the aim of conquering a new female clientele thanks also to a strategic pricing policy.

The brand is also planning to expand its market internationally, with a focus on the countries of the Eastern Europe and in Asia. The digital channel will have big importance in the future growth of Rifle with important investments in the web communication, on the main social networks to catch the attention of the younger consumers and a focus on the e-commerce with partners with long experience in the fashion world.