Adoni Aims High With Namesake Company

NEW YORK — Jay Adoni is determined to amass a strong collection of footwear brands.

The co-founder of Pour La Victoire has formed a company called The Adoni Group Inc. that already houses eight footwear and accessories brands. His sons, Jensen and Jordan Adoni, will act as co-creative directors at the firm, which launched in May. (Adoni still holds a stake in the PLV brand after leaving this spring.)

“The idea is to build a great company that becomes important in the fashion industry, and we want to have good retail partners,” said Adoni, creative director and CEO.

Through this venture, Adoni is debuting several brands: his namesake Jay Adoni line, Obsession Rules and Modern Vice, which has two collections — one produced in Italy and one in the U.S. There is also the juniors’ line Penny Sue & the Shoe Guru, crafted by Penny and Kenny Robinson (formerly of Penny Loves Kenny, which is now owned by Titan Industries).

Some of the lines have already been placed with retailers for fall delivery, including Modern Vice at Lord & Taylor. But the full spring ’13 collections will debut at Platform this week.

In addition, Adoni has formed business partnerships with several existing lines. Dana Davis; Giraffe Walk, created by David Aaron Siskin; and Aimee Kestenberg handbags all now fall under the Adoni Group umbrella.

Designer Dana Davis, who declined to reveal the terms of her deal, is looking to fuel growth at her namesake line. She signed on as a partner this spring and said Adoni’s expertise in product and sourcing will help strengthen the business.

“The brand is primed to expand, and I was actively seeking a partner who would understand the luxury brand trajectory, while at the same time would have the experience to forge relationships and push the business forward quickly,” said Davis.

Klingbeil USA, a line of ice and roller skates, is also being produced by the company, at a factory attached to Adoni’s showroom space in New York. (The brand was originally founded in 1949.)

Overall, a large focus for the firm is made-in-America, something Adoni calls his “3/97 challenge” (Adoni encourages the industry to retain at least 3 percent of their product base in the U.S.). Currently, Adoni produces about 5 percent of his company’s product at its headquarters. The balance is produced in Italy, Brazil and China. “We hope to raise [that domestic percentage],” said Adoni.

Manufacturing in the U.S. also sets the company apart from its competition with a quicker turnaround time, according to Adoni. “We can make special sizes and react to trends very fast. We could produce a reorder in one week if we wanted to,” he said.

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