On the eve of the 87th edition of MICAM, Asso announces the acquisition of KEYSThe company from Fermo extends its portfolio of brands, which alongside the directly owned brands of ASSO and Balducci, also includes the license for Laura Biagiotti Dolls and those recently acquired for Gaëlle Paris and Caénoir Kids.
The strategy for KEYS, which is now directly owned by Asso, is to bring its products back into vogue by working on product development and distribution, which today is limited to Italy and the countries of Northern Europe.
“The arrival of Keys is the beginning of a new chapter in the company’s history – declares Silvano Donati who, together with Sauro Silenzi, is founder of ASSO Spa – It is a challenge, but above all an achievement in a market segment that has been unexplored up until today. Our strong inclination to highlight taste, design, and comfort in footwear will be the winning formula for relaunching the brand”.
The first KEYS collection under its new ownership will debut at MICAM for the Fall/Winter 2019-20. Its strengths include its Italian heritage and innovation, sophisticated taste, and glamourous design, which go hand-in-hand with comfort and technology.