Headed by newly appointed CEO Alessandro Locatelli, Rossignol Group, the high-profile ski company with its popular brand Rossignol among others, introduced the new Rossignol Apparel to the sportswear scene, pushing its 108-year wintersports legacy to new frontiers.

This mission behind branching into sportswear apparel was a strategic move to expand the appeal of this French brand into the high-end sportswear and fashion lifestyle segment — while maintaining respect for the company’s legacy in wintersports. Rossignol Apparel will become a new business unit within the Group.

Photos courtesy Rossignol

The famous three-color rooster logo will adorn the upcoming range of clothing.

Created by a new design team, Rossignol Apparel presents a distinctive sport-chic line divided into Ski, Après-Ski and Urban categories, where technical performance meets style to deliver a functional yet refined wardrobe. This apparel will target for everyday modern life, designed perfectly for both the slopes and the city streets.

Bruno Cercley, CEO of the Rossignol Group, said, “We believe Rossignol is uniquely positioned to enter the Apparel market. We have a strong winter sport heritage, technical competence and global distribution through 10,000 doors. We have matched this with a new design team that brings style and fashion to the equation.”

Men’s and women’s debut collections will be released January and February of 016 in Milan. The purpose for this timing is to line up the debut within the official calendar of respective Fashion Weeks. The presentations will take place at Rossignol Apparel’s new headquarter in Corso Venezia, Milan.

New collections will be sold in selected sporting-goods stores, high-end contemporary multi-brand boutiques and selected department stores.

“To preserve and evolve the brand’s values and iconic DNA to the next level represents an unlimited potential of growth.” – Rossignol Apparel CEO Alessandro Locatelli

Additionally, Rossignol Apparel will open six brand stores over the next six months, located across French, Swiss and Italian mountain destinations, such as Chamonix, Megève, Courmayeur, Crans Montana, Cortina d’Ampezzo and St. Moritz.

A veteran to the fashion world, Rossignol selected Locatelli to undertake the new sector, bridging style and technical performance into the new pieces. In February 2015, Locatelli joined the Rossignol Group, entering the Executive Board and being designated as CEO of the new Rossignol Apparel Business Unit in Milan, direct subsidiary of the Grenoble-based Group. He has extensive experience and understanding of the worldwide fashion market, gained through previous engagements as General Manager of Pierre Balmain, Costume National and Ittierre Group, and former licensee of major fashion brands Galliano and Just Cavalli.

Rossignol Apparel CEO Alessandro Locatelli

“We are truly grateful to have Alessandro on board to lead this important venture for us,” said Cercley. “His background from fashion and lifestyle brands, working in Germany, Italy, France and Asia, brings him an in-depth knowledge of all phases of the apparel supply chain, making him the right man for the job”

Locatelli added, “I am honored to be part of the Rossignol Group and thrilled about this much-awaited challenge. To preserve and evolve the brand’s values and iconic DNA to the next level represents an unlimited potential of growth. And I firmly believe that infusing Rossignol’s heritage onto contemporary lifestyle wear will make our collections unique and authentic. It’s a whole new chapter to write.”

The creation of Rossignol Apparel was initiated with the support of major players within the retail and fashion industry. The main shareholder is the Nordic fund Altor, flanked by French investment company Weber Investment, the Boix-Vives family (majority owners of the Rossignol Group from 1955 to 2005) and the Group’s management team, including CEO Bruno Cercley. A minority position is also occupied by the US-based Sandbridge Capital, whose senior advisors include designer Tommy Hilfiger, former Gucci Group CEO Domenico De Sole, and former Crocs CEO Ron Snyder.