MSGM CEO Maps Out Brand Growth
MILAN — A show at Pitti Uomo, a new Milan store, the launch of an activewear line, and a comprehensive retail expansion are only some of the projects to mark MSGM’s 10th anniversary this year. The MSGM Active label will launch for spring-summer 2020 and is inspired by yoga — a favorite of the brand’s founder and creative director Massimo Giorgetti. “This is something really important for Massimo, and it’s a collection that can be worn in your downtime, for leisure and your well-being,” said Roberta Benaglia, chief executive officer of the brand. It even has its own claim, she said. “Exhale the past, inhale the future”— an obvious reference to yoga’s power of breathing. Benaglia is also a founder of Style Capital, the fund that a year ago acquired a 32 percent stake in MSGM. Manufacturing company Manifattura Paoloni retained a 49 percent holding in the brand and Giorgetti the remaining 19 percent. In her spacious and light-filled Milan office, Benaglia outlined her four-year plans for the brand, taking notes as she spoke, enthusiastic and upbeat, well-prepared yet carefully considering her answers as she checked her charts. Since her arrival at MSGM, Benaglia has been focusing “on the development of the business, which was veryFollow WWD on Twitter or become a fan on Facebook.
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