New Guards Group acquires stake in emerging knitwear label Alanui, looking for international boost

Up-and-coming knitwear label Alanui has been on the market for less than two years, and has now found a financial partner. It teamed up with Italian holding company New Guards Group, founded in Milan by Claudio Antonioli, Davide De Giglio and Marcelo Burlon, and owner of Marcelo Burlon County of Milan, Palm Angels by Francesco Ragazzi, Off-White c/o Virgil Abloh, Heron Preston and Unravel Project. New Guards Group has announced in a press release it has acquired a stake in Alanui, without disclosing the latter's valuation or the cost of the operation.


Alanui's cardigans are made of ultra-fine cashmere produced by a long-established Tuscan manufacturer - Alanui

Good news for the brand founded by Italian siblings Nicolò and Carlotta Oddi, who in just a few seasons managed to appeal to no less than 120 multibrand retailers worldwide, from Bergdorf Goodman in New York to Maxfield in Los Angeles, Joseph in London and Le Bon Marché in Paris. Theirs is a single-product brand, unisex and timeless: an oversized cashmere jacquard cardigan with ethnic motifs, priced between €2,000 and upwards of €3,000.

The venture started as something of a game, but has grown in size and is now ready to flesh out further and expand internationally. For the time being, Alanui's main market, with more than thirty retailers, remains Italy. Last October, the label also launched a junior version of the cardigan.

"We're very satisfied with the deal reached with New Guards Group, and we're proud to be part of a company which believes in young brands and innovative, creative projects. This is a significant growth opportunity for our label, thanks to the group's integrated approach, its organisation and manufacturing expertise," said Carlotta and Nicolò Oddi.

Translated by Nicola Mira

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