Ok-Way strengthens its presence in Milan, forecasts growth for 2025

Ok-Way’s retail enlargement is gathering tempo with a brand new opening in Milan, and the corporate confirms it can finish the yr on a constructive notice after recording €159 million in income in 2024. “The year 2025 is definitely set to grow. The rate will depend on the performance of November and December, which are two very important months,” CEO Luca Lo Curzio tells FashionNetwork.com.

In the Lombard capital, the enduring raincoat model, which originated in France and is now managed by the Piedmont-based BasicNet of the Boglione household, introduced the relocation of its retailer to 30 Corso Garibaldi. The new house spans 150 sq. metres in the guts of Brera and celebrates Ok-Way’s DNA by way of an revolutionary, minimalist idea designed to showcase the merchandise, together with the enduring Le Vrai raincoat, now in its 4.0 iteration.

“The Bogliones have done an outstanding job of transforming such a recognisable brand into a total look. K-Way has become synonymous with the category, like few other brands in the world—think Nutella, Chupa Chups or Rollerblade. It has become part of people’s lives. We all remember the first time in the park playing football in a K-Way. The zip with its colours is the most important element, almost more than the logo. It makes the difference; it helps you instantly recognise the brand, always and forever,” explains Lo Curzio.

Today Ok-Way presents merchandise for males, ladies, and kids and operates 120 shops worldwide. In Milan it’s already current with the flagship on Via Foscolo in the Galleria (220 sq. metres over two flooring) and one other house at Linate Airport, which opened on November 20.

“We want to build on recent momentum and develop the brand internationally,” the CEO continues. The enlargement contains mono-brand openings in Europe, with the UK, Spain, and Germany main the best way, alongside Northern and Eastern Europe.

“We opened the first store in London in February. We are also in the process of finalising deals in Manchester and Liverpool. After Madrid, we are looking for new locations in Spain. We will then accelerate in Asia, where we are already present but want to grow significantly. Today we have four mono-brand stores in Korea, one in Taiwan and one in China. These are complex markets to tackle with well-structured local partners,” Lo Curzio notes.​

Alongside worldwide enlargement, Ok-Way’s plans embrace consolidating mature markets, together with Italy, France, and Belgium. “In Paris we have four mono-brand stores, plus one just outside the city and a couple of locations in shopping centres. We recently opened in Toulouse. In France we have 70 stores. From a retail standpoint it is our leading market, but overall Italy remains ahead,” Lo Curzio continues.

Among the upcoming collaborations is one with Disney, “already on sale at Selfridges, which will land in key K-Way flagships on December 4, with an adult jacket featuring Mickey Mouse and kids’ versions featuring Frozen and Aladdin,” the manager reveals.

“The expansion plan includes relocating smaller stores (60 to 70 square metres) to larger spaces. The aim is to present the brand in its entirety,” clarifies Lorenzo Boglione, BasicNet’s CEO. “We open 10 to 15 locations a year. A few days ago we doubled up in Nice. In December it will be the turn of a temporary store at Fiumicino. New locations in Naples, Bolzano, and San Sebastiano are also on the way,” Boglione continues.

Under the Bogliones’ aegis, Ok-Way has broadened its supply with a number of classes of equipment. “We have accelerated over the past three years, but they were already growing well before. Knitwear is very important to the business, while luggage is increasingly popular. In the last two to three seasons we have improved significantly in small accessories,” Boglione notes.

Today Ok-Way depends closely on menswear, which generates 50% of gross sales, whereas childrenswear is about 20% and womenswear 30%. “We want to grow the womenswear offer, although we have many unisex products in the collections,” the entrepreneur explains.

“This year we will not stage a runway show, but at the January fashion week we will hold an important moment, slightly different from usual,” guarantees Boglione.

BasicNet closed the primary 9 months of 2025 with combination gross sales of merchandise bearing the group’s manufacturers of €909 million (+7.3%) and consolidated income of €303.4 million (+2.5%).

In October 2024, the Permira fund acquired a 40% stake in Ok-Way from BasicNet, which additionally controls the Robe di Kappa, Sebago and Superga manufacturers. The newest addition to the Boglione steady is the US-based Woolrich, whose European operations the Piedmont-based group took over from the L-Gam fund in mid-November for €40 million.

“Over the past six months we have worked hard on the acquisition, which had been in the air for a year because the owners wanted to sell. Our mission is to bring the brand back to its essence and true nature. Woolrich is already highly diversified in terms of geographic presence and has roots across Europe. We are working on different aspects. There are many things that are not working at present, but we are still at an early stage and will communicate the next steps in due course. Our approach looks ahead to 2030,” Boglione explains.

Regarding Sebago’s increase, Boglione continues, “the brand is still relatively small within the group, but it is on an extraordinary path and shows very strong growth. Store openings are continuing, and the digital side is also performing well. We are consistently seeing strong interest from many brands in launching new collaborations,” concludes the CEO.