Italian Heritage Brand Serapian Lands Stateside

Italian handbag brand Serapian is officially making landfall in the U.S. this year. The 70-year-old Milanese label, regarded by Italian consumers for its classic handmade designs sold at relatively affordable prices, has signed an LLC partnership that will enable it to jump-start retail, wholesale and e-commerce operations Stateside. The first phase of this endeavor — a men’s wholesale partnership with Barneys New York — is already under way with styles available in eight of the department store’s doors, as well as the Barneys Web site. Phase two, Serapian’s first U.S. stand-alone store, will open at 204 North Rodeo Drive next month. The 900-square-foot space, designed by Milanese design firm Laboratorio 83, is expected to open by mid-April. “We are doing a very handmade product, I would say an intelligent one, and [by coming to the U.S.] we are focusing on a market that, I think, can understand Serapian’s work,” Giovanni Nodari, Serapian’s marketing manager, said of the expansion. “Americans’ taste and knowledge of the Made in Italy brand is pretty high.” Serapian, founded by Stefano Serapian and Gina Flori in 1945 and now presided over by their son Arda Serapian, employs 100 artisans in-house to create its bag range. These technicians also manufacture leather

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