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Malizia by La Perla
On an international scale, La Perla Group makes use of a commercial structure consisting of controlled companies (Germany, France, Spain and the U.S.A.) and exclusive importers. As well as being present with its own brands in the best specialised shops and department stores, La Perla Group has created a chain of boutiques, either directly belonging to the Group or granted in franchising, which are situated in the main capitals around the world. In 2001 the La Perla show-room in via Tortona in Milan was inaugurated. An ex-plant of Ansaldo, and then the factory of General Motors, transformed by the architect and town planner Pierluigi Cervellati into an open space of 1200 m2, that can be divided into different areas thanks to a series of tracks with sliding metal trolleys.
In 1986 La Perla Group stipulated a licensing agreement with the Morris company, a division of Henkel S.p.a., for the production and marketing of perfumes and coordinated toiletry lines. A licensing agreement has also been stipulated with De Rigo Group for the production and marketing of a line of glasses and sunglasses with the La Perla trademark. Other licenses involve children's clothing wear and hosiery for men and women.
The importance given to image and communication as fundamental elements in the relationship with its customers is an important characteristic of the philosophy of La Perla Group. In 1985, in order for all the communication processes to be carried out in complete autonomy, the house agency Mixage was created and became responsible for the image of the different brands.
The artisan matrix, the importance given to the designing phase, the in-depth knowledge of the body, the fusion of innovation and tradition, the continuous quest for quality, the attention paid to image: these are the elements that transformed a little corsetry laboratory founded by Ada Masotti in 1954 in Bologna, into La Perla Group, a market leader in the underwear and swimwear sectors. In the sixties the son of the founder Alberto Masotti, after having graduated in Medicine, decided to completely dedicate himself to the family company and today is the President of La Perla Group. Alongside him is his wife Olga, first stylist of the swimwear fashion lines and today Supervisor of the La Perla Pret-a-porter collection. Anna Masotti, who represents the third generation of the La Perla world, deals, on the other hand, with the Artistic Management of the Group.
La Perla Group, which the year 2004 is celebrating its first fifty years of activity, directs its production towards various market sectors, placing itself at the top end of the market, and presenting them under a variety of brands. La Perla, a top class brand that can boast worldwide fame, proposes a variety of collections that range from underwear to night lingerie, from beachwear to clothing wear. In particular, the La Perla Pret-a-porter brand is of strategic importance in the definition of a global La Perla style. In the female clothing wear sector, there is also the production of the Marvel Eveningwear line.
Only underwear for La Perla Glamour, Marvel Cinema and, particularly for La Perla Black Label, a special line of "sexy-chic" proposals with a mixture of transgression and irony. The following brands also consist of collections of underwear, nightwear and beachwear for women: La Perla Studio, Malizia by La Perla, Occhiverdi. The Annaclub, Oceano and Aquasuit brands specialise exclusively in the world of swimwear fashion.
The Grigioperla brand is dedicated to the top quality male market and includes a wide range of products: from underwear up to nightwear and homewear, from beachwear to shirts, to accessories. The Grigiosport brand represents the sports dimension of the Grigioperla world, whereas Grigioperla (R)Evolution, the latest creation in the men's world, explores the more "fashion-oriented" aspects.
