admin Unleash Your Nature (UYN) is continuing its expansion course. The
Italian sportswear brand has set its sights on markets such as the US and
China, but is also opening new shops in Germany, Switzerland and the UK.
Since its launch in the AW19 season, UYN has been on a steady growth
trajectory, tapping into new markets, the sportswear retailer told
FashionUnited. This has allowed the brand – which like bike labels Titici
and For.Bicy is part of Italian clothing and bike supplier, Trerè
Innovation – to expand its network to 29 countries and more than 2,000
points of sale in the past four years.
New openings and expansion
UYN currently operates eleven of its own stores, ten of which are in its
home country – Asola, Milan, Rome, Trento, Brescia, Madonna di Campiglio,
Salò, Torbole, Viareggio, San Ginesio and, since July, in Peschiera on Lake
Garda in the former Padiglione degli Ufficiali palace. In addition, there
is a German shop in Zweibrücken. Meanwhile, the spaces in Rome, Salò and
Viareggio have been given a new coat of paint this year, and have been
redesigned and expanded.
The next shop will be in Cambridge, England, which will be open to
customers from the end of August, as well as a store in Salzburg in the
autumn. In Germany, where UYN is also available in the luxury department
stores’ KaDeWe, the brand is currently looking for a suitable location in
Düsseldorf. Munich is additionally being considered, according to a
spokesperson.
Further new openings are planned in Poland, Belgium, the Netherlands and
Spain. In addition, China is among the new growth markets, where five shops
are planned. The first Chinese store is scheduled to open on 9 September in
the Golden Resources Mall.
Building on the positive experience in Italy, Trerè Innovation will
continue its strategy to expand its retail network abroad in 2024.
Made in USA
Since last year, UYN has been represented with its own branch in the US.
A location in Boston was opened in 2022 and serves as a centre to drive
expansion on the US market. There, the brand focuses particularly on
technical underwear, socks and shoes.
Meanwhile, parent company Trerè Innovation has its own production
facility in the US state of Pennsylvania, which already manufactures
technical underwear ‘Made in USA’. From the SS24 season, the product range,
which is produced locally, is to be expanded to include the “Self Layer”
functional shirts – made from bio-based fibres. In addition, a flagship is
to be opened in Boston in autumn, which will also offer offices, warehouses
and research laboratories, akin to the headquarters in Asola, Italy.
Plant-based sportswear
The brand focuses on sportswear that aims to reduce dependence on
synthetic fibres from fossil fuels without compromising performance. To
achieve this, UYN relies on materials derived from plant-based raw
materials. These include fibres obtained from cellulose from plants, such
as beech and eucalyptus. But merino wool is also used. Through proprietary
technologies, these raw materials are to be improved in the focus areas of
resistance, breathability, elasticity, fast drying and odour
neutralisation.
elements that rely on different functions Credit: UYN
Shoes from UYN cost between 55.30 euros for loafers and 449 euros for
cycling shoes with full carbon soles. In the clothing range, there are
functional vests between 34.30 and 139 euros, T-shirts for 14.50 euros,
jumpers from 29.50 euros, jackets between 139 and 1400 euros. Accessories
like caps, arm warmers, bags and underwear are also part of the range.
UYN
About Trerè Innovation
In addition to the US site, Trerè Innovation also manufactures at two
European production facilities, in Italy and Bosnia. At the Italian site,
which has an area of more than 100,000 square metres, about 800 people are
employed in research and development, sales and marketing, logistics and in
the production of high-tech clothing and socks. About 550 employees work in
Bosnia, focusing particularly on the production of socks and other product
areas such as cut and sew, seamless and exclusive yarns.
In addition to its own brands, the company also holds a clothing licence
for Jeep and underwear licences for the Replay and Franklin & Marshall
brands. In addition, it has established partners with sportswear and
outdoor suppliers such as Decathlon, Puma and Jack Wolfskin; clothing
suppliers like Tchibo, Marks & Spencer and C&A; and luxury brands such as
Dior and Prada.
This article originally appeared on
Translation and edit by: Rachel Douglass.
