Brendratti premières in Europe from Italy, extends retail footprint

By

Gianluca Bolelli

Translated by
Nicola Mira

Published
Aug 2, 2024

Brendratti is a US apparel brand founded in 2016. It began by producing skiwear, well before the segment sparked the interest of fashion labels, with dozens of major international names entering the skiwear market recently. Shortly after the end of the pandemic, Brendratti turned to golfing wear, tapping the renewed boom in public attention, practitioners and style appeal that golf is enjoying.

Why then did Brendratti exhibit at the latest edition of beach and swimwear trade show Maredamare in Florence? “Because a year ago we also started to produce beachwear, since my husband and I have a 25-year experience in the sector,” said Christina Andratti, co-founder of Brendratti with her spouse Anthony Brenner, speaking to FashionNetwork.com. The couple decided to name their brand after a mash-up of their surnames, and now Christina has legally adopted Brendratti as her own surname. A true love story...

“I’ve been a beachwear and underwear designer for over 20 years, but I decided to broaden my horizons considerably, so to speak,” said Andratti smiling. Her background is in architecture, and she loves the oceans and seaside life, thanks also to her family's passion for boats.

“We are proud to be the only golfing wear brand in the world that is 100% produced in Italy,” said Brenner. “Italian manufacturing is the cornerstone of Brendratti’s identity, because it underscores our brand’s authentic luxury, high quality, integrity and beauty. I have always been inspired by Italy, by the glamour of Dolce Vita, and the charm of Venice,” said Andratti.

“When we launched skiwear, we felt that we had reached a significant turning point in our life's journey, and so we started shifting towards sport-lifestyle fashion, designed for leisure and active sports,” she added.

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Brendratti's beachwear is made with fabrics by Italian producer Isa Seta, based in Lentate sul Seveso, not far from Milan. The brand’s golfing apparel and skiwear are instead produced by La Rocca srl, a company founded in Bergamo by Flavio Forlani, bought by Isa Seta two years ago. “Our brand’s full name is actually Brendratti Venezia, as a tribute to this beautiful city, its unique architecture and its opulence. Its logo features the gold and red of the flag of the Serenissima [an old name for Venice],” said Andratti, adding that “we believe our brand has a double identity, because ‘Made in Italy’ is also a brand in itself, and it’s in our hearts.”

Andratti herself designs or paints, together with her team, the colourful prints that feature on the garments. Brendratti’s Spring/Summer 2025 collection consists of 58 items, not only bikinis and swimsuits but also dresses, pareos, caftans and sarongs, complemented by classic beach accessories such as hats, scarves, beach towels and beach bags. The brand’s beachwear is currently distributed in the U.S. and Canada, and enjoys a significant presence in the UAE too. Its golfing line is instead available at the pro shops of 150 among the most upscale North American golf courses.

“We launched beachwear a year ago and we have since reached Neiman Marcus and many luxury resorts, notably the brand-new Atlantis The Royal in Dubai, where we have a shop-in-shop,” said Brenner. “For all these reasons, our brand is positioned at the higher end of the market, just below similar lines by Emilio Pucci and Dolce & Gabbana, with, we believe, identical quality. Sometimes we are a little more expensive than others, for the rare details we add to some of our garments and swimsuits,” he added. “We sell art in fashion,” Christina was keen to underline.

In 2023, Brendratti Venezia’s revenue was $1.8 million, but the owner couple is expecting it to grow to $2.6 million in 2024. “Now that we have created a new, dedicated internal team for the direct-to-consumer business, we are thinking about opening our first stores,” said Brenner. “In 2025, we are planning to open Brendratti stores in Palm Beach and Miami. In 2026, or at the latest 2027, we’ll do the same in Italy, most likely in Forte dei Marmi,” he added.
 
Besides distributing its golfing wear in 150 golf clubs, Brendratti has reached some 40 multi-brand retailers in the US with its first swimwear collection, but “the goal is to grow this number, gradually and selectively, by at least 50% each year,” said the couple, adding that “e-tail is doing very well. Just over 15% of total sales last year came from our e-shop.”

“We see that our customers are always coming back to buy Brendratti products. We also regularly organise special events to make things more special for [our customers] and to engage and stay connected with them, given how special they are for us,” concluded Andratti.