De Robert Makes U.S. Push

De Robert Makes U.S. Push
Spring '14 styles from De Robert's Casual Collection

After three generations in Italy, De Robert is coming stateside.

The 50-year-old, family-owned women’s label revamped its aesthetic for the spring ’14 debut.

The updated made-in-Italy offerings include more trend-focused silhouettes and details, including snake prints, neon pops and metal embellishments. A fresh logo and packaging were also part of the update, and a new web site launched over the summer. De Robert carries price points of $250 to $385, and the brand is targeting high-end boutiques and department stores here.

Designer Riccardo Bandon, who heads up the Venice-based label with cousin Enrico Badon, said in a statement that the De Robert’s new mix caters to a youthful customer. “[Our target shopper] has become younger in her taste and style,” he added. “Our focus is to offer a product that can be worn from the morning to the evening and has great comfort and style.”

J. Sanders Collections is representing the brand in the U.S. market. Showroom owner Jonathan Sanders said he expects the label’s made-in-Italy cachet and quality to help it gain traction here. “While the U.S consumer is faced with so many choices, the expectation is that real quality footwear will rise to the top,” he said.