Beauty / news
Eredi Zucca enters U.S. market through exclusive Violet Grey partnership
The Milan-based grooming brand founded by New Guards Group cofounder Davide De Giglio is launching in the United States on Monday under an exclusive arrangement with retailer Violet Grey.
Eredi Zucca sits within the beauty portfolio of D Capital, alongside labels including Isamaya Beauty and Officina Profumo Farmaceutica di Santa Maria Novella. The American rollout marks the brand's first formal distribution push in the market.
Chief executive Fabio Cantù said the brand's own direct-to-consumer channel laid the groundwork for the move. The United States is already Eredi Zucca's top market online, and he described local shoppers there as loyal, repeat buyers, adding that the company has been cultivating a community around them.
Cantù framed Violet Grey as a globally relevant partner that will let Eredi Zucca approach the American market from a local vantage point. He pointed to both the retailer's curation and its online traction as draws, alongside its physical footprint.
The CEO said Violet Grey's brick-and-mortar locations will give the brand direct contact with customers. The launch also opens the next phase of distribution and product expansion for the grooming label, according to the company's plans outlined by Cantù.