Holder of Max Mara franchise introduces new luxury brands

Alsa Boutiques, the holder of the franchise for the Max Mara, Ermenegildo Zegna, Pal Zileri and La Perla brands, has expanded its portfolio to include another two women’s clothing brands – Mariella Burani and Marela, both of which are available in stores opened on Bucharest’s Calea Victoriei. “The market has become segmented, people know what they want, they identify with the values of certain brands. In the past, everyone would dress the same because it was fashionable to do so, now everyone is looking for a way to express themselves, and Mariella Burani is a niche brand which meets these requirements,” said Daniel Rosner, managing director of Alsa Boutiques. According to Rosner, the Burani fashion house is one of the largest in the world, after luxury goods manufacturers LVMH Mo?t Hennessy Louis Vuitton, and Gucci. The investment in building and fitting up the Mariella Burani boutique, which covers 150 square metres, has cost 500,000 euros, excluding stock.