116 WHAT'S THE STORY
Courage, concentration, and elegance: Enrico Airoldi, the MD of Paul & Shark, knows what it takes. Jackets by Paul & Shark combine craftsmanship, high-tech, and Italian production expertise.
Paul & Shark. ON COURSE FOR EXPANSION Paul & Sharks’ recipe for success is based on quality, technology, and creativity. The owner family’s passion for the sea and a healthy dose of pioneering spirit have allowed the brand to establish itself as a major player in the sports fashion segment over the last 40 years. MD Enrico Airoldi is hoisting the sales and setting course for expansion yet again. Text: Kay Alexander Plonka. Photos: Paul & Shark
Sailing has always been fascinating. It therefore comes as no surprise that Paul & Shark has dedicated itself to the sport since 1976. The brand is owned by the family business Dama, which is currently run by the third generation in the person of CEO Andrea Dini. The name Paul & Shark derives from an old sailing boat that Paolo, the son of company founder Ludovico, discovered at a sail maker in Maine. The business has specialised in high-end knitwear since the 1920s and has acted as production partner for many renowned Italian ready-to-wear suppliers and French luxury brands. To this day, it produces exclusively in Italy utilising state-of-the-art machinery from Germany and Japan. In 2012, the company installed a 120,000 kWh solar energy system on the roof of its headquarters. It covers 15 percent of the energy demand. 318 style in progress
This blend of history and future technology is what defines Paul & Shark as a brand. The collection for men, women, and children also includes shoes and accessories. The total look principle proves that the brand has long since created its own lifestyle world. The archive offers sufficient inspiration. One of the first products was a water-repellent pullover for sailors. To this day, the brand relies heavily on its knitwear expertise in every collection. Paul & Shark also remains in touch with sailing as a sport. For summer 2019, the label has teamed up with two renowned sailing teams to create two capsule collections. The first pays homage to Chinook, one of the oldest sailing boats to still roam the seven seas. The second is dedicated to the crew of the ultramodern M32 catamaran, whose concept is based on technical excellence. New Markets - Excellent Service
Enrico Airoldi was appointed as MD of Paul & Shark in March 2017 and has been tasked with expansion. “Our focus is on global growth and the development of new markets such as India and Azerbaijan. We currently serve more than 70 export markets. They account for almost 90 percent of our revenue. Europe alone contributes 60 percent to our turnover. Needless to say, our own stores in prime locations in Milan, Paris, New York, London, and Singapore contribute greatly,”
Airoldi says. “We serve 240 mono-brand stores worldwide. Some are run by us and others by franchisees, many of them in China. In January, we opened stores in cities like Tel Aviv and St. Petersburg, as well as corners at Harry Rosen in Toronto, Illum in Copenhagen, Hirmer in Munich, and Van Graaf in Danzig. Our own stores allow us to maintain constant dialogue with consumers, thus improving our service levels anew every day. For example, we offer a line called ‘Always Paul & Shark’, which makes classic pieces available ex stock as carry-overs. 15 years ago, we founded the Paul & Shark Club for our most loyal customers and it now counts 200,000 members,” Airoldi explains. In Germany and Austria, the brand serves more than 130 retail customers, among them shop-in-shop concepts at the likes of KaDeWe. The sales representative is Agentur Thomas Oliviero in Düsseldorf. The Swiss market is covered by Karl Manser Textilagentur. A recent cooperation project with Nick Wooster proves that Paul & Shark is not all about tradition: Wooster individually customised a string of cult jackets from the past. www.paulandshark.it
