Ermanno Daelli & Toni Scervino
Ermanno Daelli & Toni Scervino
Ermanno Scervino is a clothing company, founded in 1997. The name of the company is made up by the two founders, the fashion designer Herman (now Ermanno) Daelli and entrepreneur Toni Scervino, both from Florence. First the name of the company was Herman & Scervino and was simplified to Ermanno Scervino.
The first collection was made under the name Ermanno Scervino in 1998 and gets a great success. In the following years they offered large collections, until in 2000 Ermanno Scervino became a brand itself.
In just a few years it has established itself successfully on the international scenario thanks to products that interpret the Made-in-Italy craft tradition in an original, contemporary way.
The womanís line was launched in 1999 and made its Milan catwalk debut in 2003 with the AW 2003/04 collection. Offering apparel and accessories, the range was immediately very popular with buyers and the press worldwide.
The menswear range was launched in 2002 and made its catwalk debut as guest of honour at Pitti Immagine Uomo, in January 2005. The line showed again at the Pitti 2007 womenís preview for the inauguration of the new premises. In 2008 it made its Milano Moda Uomo debut with the SS 09 collection.
Manufacturing of the junior collection began under license in 2005 but in 2007 the brand decided to manage both production and distribution. The range soon made a real impact on Italian and overseas distribution. The line shows every season at Pitti Immagine Bimbo.
Ermanno Scervino Underwear made its debut in the AW 08/09 collection and was followed in SS 09 by the Beachwear range. ViaMazzini, an established licensee attuned to the Scervino style mission, manufactures these products to high standards and undertakes distribution.
The Ermanno Scervino Eyewear collection of sunglasses and frames was presented at MIDO, in May 2008. The range is made and distributed under licence by Moa Ottica, an excellent cutting-edge Italian company specializing in eyewear manufacturing.
The headquarters in Grassina, in the hills around Florence, were inaugurated in 2007. This is home to the design offices and the workshops that produce samples that were acquired by the company in the Florence district. The companyís administration and sales departments are also located in the new headquarters, alongside production logistics and distribution for the whole group, driving the manufacturing side, increasing the offer, but keeping alive the brandís inherent values. This industrialization process respects and reinforces corporate identity: designer talent, research, craft quality and Made-in-Italy.
The new Milan showroom was inaugurated in 2008. The 1200-sq.m. open space in Via Manzoni, in the heart of the fashion district, was conceived as a container ready to change look thanks to displays and partitions that will adapt to changing trends and collections.
Ermanno Scervino opens its frst boutique in Spain to showcase the women and men's collections. The 140 square-metre boutique is located in Madrid, Calle Serrano 82. The new opening plan will continue in Europe with Paris, where the company has already started working on the new fagship store located in Rue du Fabourg Saint-HonorŤ: two foors for 200 square metres at number 18 of the prestigious shopping street. The opening is scheduled for December 2010. In Florence has been recently inaugurated a new corner inside the 'Four Seasons Hotel'. The new corner, focused on accessories, reinforces the brand's presence in the city together with the boutique in Piazza Antinori.
The retail growth strategy continues in Asia, with two openings in 2010: a new corner in the department store Matsusaka in Japan and one in Shinsegae Main in Seoul, Korea.
In 2010 the company has more than 500 multibrand outlets alongside 35 brands, located in Europe, Korea, Russia and Japan, including 7 direct and the rest is franchised.
Ermanno Servino fashion is easily identifiable: denim embellished with accessories, fur parka profiles, and colorful gowns. The brand is also known for its innovative and experimental materials such as carved and perforated leather, hides and applied on the washed denim, dyed fabric and a new high-tech plot by thick and waterproof.