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

K-Way’s retail expansion is gathering pace with a new opening in Milan, and the company confirms it will end the year on a positive note after recording €159 million in revenue 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 iconic raincoat brand, which originated in France and is now controlled by the Piedmont-based BasicNet of the Boglione family, announced the relocation of its store to 30 Corso Garibaldi. The new space spans 150 square metres in the heart of Brera and celebrates K-Way’s DNA through an innovative, minimalist concept designed to showcase the products, including the iconic 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 K-Way offers products for men, women, and children and operates 120 stores worldwide. In Milan it is already present with the flagship on Via Foscolo in the Galleria (220 square metres over two floors) and another space at Linate Airport, which opened on November 20.

“We want to build on recent momentum and develop the brand internationally,” the CEO continues. The expansion includes mono-brand openings in Europe, with the UK, Spain, and Germany leading the 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 international expansion, K-Way’s plans include consolidating mature markets, including 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 executive 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, K-Way has broadened its offer with several categories of accessories. “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 K-Way relies heavily on menswear, which generates 50% of sales, while 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,” promises Boglione.

BasicNet closed the first nine months of 2025 with aggregate sales of products bearing the group’s brands of €909 million (+7.3%) and consolidated revenue of €303.4 million (+2.5%).

In October 2024, the Permira fund acquired a 40% stake in K-Way from BasicNet, which also controls the Robe di Kappa, Sebago and Superga brands. The latest addition to the Boglione stable 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 boom, 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.