Lanieri. The name says it all. 100% Made in Italy, 100% European.
Whether you are looking for the perfect suit for a special occasion, a professional outfit for a meeting, or a sophisticated shirt for a casual event, Lanieri got you covered! With 5 clicks, gentlemen can now order a made to measure outfit made by Italian hands with top quality fabrics.
And where else to open a Lanieri store if not Brussels – the heart of Europe – where the formal and frenetic life of the European institutions merges with vibrant international neighborhoods, classy rooftops, and fine restaurants? Here in Brussels, Lanieri opened its doors in Chaussée de Vleurgat 122 in January 2017. Since then, it has spread the Made in Italy style and elegance among locals and expats.
But what is the history behind this Made in Italy fashion brand? Claudio Vernarelli, store manager and style advisor for the Brussels store, speaks with Travel Tomorrow about the core values and innovations of Lanieri.
1. The history of Lanieri
Lanieri – previously named Natural Gentleman – was founded by Italian entrepreneurs Simone Maggi and Riccardo Schiavotto. While pursuing an MBA in Paris, the two innovators came up with the idea to bring together technology and Made in Italy to deliver the best customer experience in the fashion industry. The start-up was born in Biella, an Italian city with historic textile traditions and birthplace of the founder Simone Maggi. In 2013, major Italian brands – including Reda Group, and Vitale Barberis Canonico – grasped the potential of the project and invested in Lanieri. Last year, luxury textile company Reda 1865 acquired 100% of the company.
What started as a small e-commerce selling Italian menswear is now an established digital tailor who has revolutionized the way gentlemen purchase their tuxedos online.
The online shopping experience is complemented by a full in-store experience in one of Lanieri’s European ateliers, namely Milan, Rome, Turin, Bologna, Paris and, of course, our beloved Brussels.
Thanks to Lanieri, gentlemen can now choose fabrics and create made to measure suits with no more than 5 clicks.
Claudio Vernarelli, Lanieri Brussels store manager
2. Technology & Sustainability
“Through technology, Lanieri eliminates the distance,” said Mr. Vernarelli. The founders have developed an algorithm that creates a virtual 3D man-like model based on the customers’ size and measures. In a few clicks, customers can order a tailored garment, choosing their preferred fabric. On the website, clients can book an appointment with a video consultant to learn how to take their measures and create the perfect tailored garment. After the first order, clients’ measures remain saved in the system, speeding up the process of future orders.
Technology enables the transformation of traditional industries into innovative competitive sectors.
Claudio Vernarelli, Lanieri Brussels store manager
But there is more. Lanieri is not only an innovative company. It is also a sustainable brand in many ways. Thanks to its advanced technology, Lanieri minimizes fabric waste. The company produces only upon request and thus surplus stocks are rare. The possibility to live a complete and immersive shopping experience from one’s home reduces the environmental footprint since clients are not forced to go the physical store.
The wool production is also performed sustainably all the way “from sheep to shop,” explains Vernarelli. “And this is possible thanks to Reda, which is one of the companies with the lowest CO2 emissions in the wool production process,” he adds. The sustainable approach of Lanieri starts with a correct and responsible breeding of the sheep, respecting biodiversity and the natural environment.
We collaborate only with local textile companies, and we know the people we work with. This gives us the possibility to control the production from the beginning until the end.
Claudio Vernarelli, Lanieri Brussels store manager
The research of innovative ways to reduce the environmental footprint continues. Recently, Lanieri has worked on a new collection made with recycled cotton, or with a mix of cotton and hemp.
And the packaging? Most of it is also environmentally friendly, reveals Mr. Vernarelli.
3. And what about Brussels?
Having a solid presence in the heart of Europe is a must. This is why Lanieri decided to open an atelier in Brussels. Here, Mr. Vernarelli works as a store manager and style advisor, helping locals and expats create a perfect classic tailor-made garment. “Out of 10 clients, six of them speak French, three of them English, and one Italian,” points out Mr. Vernarelli. He helps his clients find the perfect outfit for their occasion, be it a wedding, or a meeting in the European institutions. “I help them match the suit with the shoes and choose the most appropriate fabric,” says Brussels’ store manager. “I let them touch different fabrics and I explain them the properties of each one,” he adds.
Do you need a tailor-made garment 100% Made in Italy? Book an appointment at the Brussels store. Mr. Claudio Vernarelli will be eager to help you!
