Riccardo Sciutto was appointed CEO of Sergio Rossi in April 2016 and brought unique insights and expertise from his successful and diverse business career, gained through various prestigious positions held in the Fashion and Consumer Industry, most recently culminating in the General Direction of the jewellery brand Dodo and, over the last five years, as General Manager of Hogan (Tod’s Group).
The appointment of the new CEO came after one month from the conclusion of the acquisition of Sergio Rossi by Investindustrial and immediate action was taken to start the relaunch of the brand. Mr Sciutto worked from day one on rebuilding the credibility of the brand with taste makers and industry insiders, by recovering key pieces from the Sergio Rossi archive, studying closely its roots and DNA and creating a versatile, seasonless collection which has become the symbol of the rebirth of the brand: sr1. Recognizable, modern and designed for the woman of today who is confident enough to never feel the need to take herself too seriously. His clear vision for the brand was the leading force behind the new collection and the creation, after sr1, of sr MILANO – second iconic pillar in the new history of the Sergio Rossi brand.
Riccardo Sciutto reconstructed the management teams, from design to communication, and put the San Mauro Pascoli Factory back at the center of the story, enhancing the greatness of Italian craftsmanship and shoemaking. With a complete new plan for store opening and refurbishing – in line with the new direction of the brand – as well as an omnichannel goal for 2018, the new era of the Sergio Rossi brand is all about thinking heritage and playing digital