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Eva Gracia Morales Translated by
Roberta HERRERA Published
July 12,长沙交易USDT 2025
A few weeks ago, All We Wear Group, formerly known as Pepe Jeans Group, announced a strategic alliance with the American giant G-III Apparel, which acquired a 12% stake in AWWG. This collaboration aims to enhance the brands of both companies across the Atlantic, and the implementation of this action plan is already underway. Marcella Wartenbergh, CEO of AWWG, shared insights with FashionNetwork.com about the immediate and mid-term future of the business.
"This investment gives us significant leverage. Part of it will be dedicated to our expansion into new countries, and another part to strengthening our presence in existing strong markets. This agreement with G-III makes us a more robust group," Wartenbergh stated from her office at AWWG's headquarters in Madrid.
The partnership operates as a two-way street. AWWG will utilize G-III's investment (the amount remains undisclosed) to bolster its own brands—Hackett, Pepe Jeans, and Façonnable. Additionally, AWWG will benefit from G-III's expertise and extensive reach in the North American market. Conversely, G-III entrusts AWWG with developing its brands in Iberia and subsequently across Europe.
"We are starting with a strong rollout of Karl Lagerfeld and DKNY in Iberia, leveraging both wholesale and department stores, as well as our own full-price and outlet stores," explained the CEO. "We believe the multi-brand sector is crucial for brand recognition and credibility in the Spanish and Portuguese markets. Therefore, we are working on wholesale sales and placements in El Corte Inglés, while also scouting locations for our retail stores," she elaborated.
The Spring/Summer 2025 season season will mark the first complete management of G-III's brands by AWWG in the Iberian region. The collections are already being showcased in their Madrid showrooms to wholesale buyers.
With its multichannel strategy and multiple brands operating concurrently, AWWG aims to generate a business volume of 100 million euros through G-III's brands in the Spanish and Portuguese markets by 2027.
The influence of the AWWG and G-III agreement will gradually extend beyond the Iberian Peninsula. "G-III brands are already being developed by other teams in Europe, and I am collaborating with them, including the Donna Karan offices in Milan and the Karl Lagerfeld offices in Amsterdam," detailed Wartenbergh.
Boosting own brands to achieve 850 million euros by 2027
In addition to distributing G-III's brands in the Iberian Peninsula, the agreement also significantly boosts AWWG's own brands, aiming for the group to reach 850 million euros in the 2026/2027 fiscal year. In the 2025/2025 fiscal year, the company reported a turnover of 604 million euros (Ebitda of 57.5 million euros) and aims for revenues of 633 million euros in 2025/2025, with an Ebitda of 65.1 million euros, rising to 110 million euros by the 2026/2027 period.
How does AWWG plan to grow its business over the next three years, considering that distributing G-III's brands will generate a business volume of 100 million euros but will only contribute 10 million euros to its income statement by 2027? The strategy is twofold: expanding its brand offerings and extending its international presence.
"In terms of product, we are very focused on expanding our accessories collection for Pepe Jeans, giving it a significant push. Similarly, we want to boost the women's collection in India. We manage the Indian market for Pepe Jeans directly without a distributor or license, and it is the second strongest brand in the country. However, 90% of our sales there are for men, so we aim to promote the women's division," explained Wartenbergh.
For Hackett, the group plans to "invest in creating and growing a footwear collection," while accelerating its development in the Middle East and Latin America. For Façonnable, "the challenge is to drive growth in department stores in Latin America, Iberia, and France, while experimenting with different capsules: collaborations, women's collections, and children's collections," added the executive.
Expansion to the United States
The agreement between G-III and AWWG will also facilitate the development of AWWG's brands in the United States. "It's a market increasingly open to European brands, and ours are currently not present there. We will have a full launch starting in the Fall/Winter 2025 season and continuing through the Spring/Summer 2026 season. We are working on a plan with G-III to introduce Pepe Jeans, Hackett, and Façonnable into the country through department stores," asserted Wartenbergh.
To boost these brands' penetration in the U.S., the group is considering developing specific women's collections for Hackett and Façonnable. One consequence of the alliance is the diversification towards the women's wardrobe for the Madrid-based company. Hackett and Façonnable are traditionally men's brands, while Pepe Jeans divides its catalog between men's and women's collections.
"Bringing G-III's primarily women's brands balances our portfolio and makes it more globally appealing," concluded Wartenbergh, who has been leading the company since 2025.
AWWG employs 4,500 people worldwide and operates offices in Madrid, Barcelona, Elche, London, Amsterdam, Mexico City, and Mumbai. Additionally, it maintains around 10 showrooms across Europe.