Versace’s Versus brand is returning to the fray with a new format. Bringing the label back to the forefront is Versace executive Dante D’Angelo. “We want to create a new market niche called technological luxury,â€? he told WWD. “We are not planning to do apparel. Instead, we want to exploit the accessories business. This is a category that lends itself best to technological development.â€? Versus laucnhed a mobile phone/MP3 player together with Samsung last year. Now, it plans to introduce leather accessories, fragrance, costume jewellery and eyewear, all with a technological edge. A showroom will be opened next year and Versus sales are estimated to reach €35 million by this year.
The Versus watch collection will debut at the Basel World Show in April. All product categories are produced through licensing agreements. Timepieces are produced by Vertime. The eyewear line, which will debut in Paris in March, is manufactured by luxury eyewear manufacturer Luxottica. The 40-piece handag and footwear collection, produced by Works in Florence, will have a test run this spring, with the full technologically advanced collection airing this fall. Next year sees the launch of a new fragrance, with partner Euroitalia.
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