MILAN — Italian outerwear label Add has a new owner.
The Italy-based fashion-tech company Space 2000 has acquired the rights to the brand, intellectual property, manufacturing know-how and a portion of the existing workforce from the label’s previous owner, Design Italia 53.
The value of the transaction was not disclosed.
Founded in 1999 by the Milan-based Comei & Co., Add was a pioneer in fashion-driven, ultra-lightweight and easily packable puffer jackets for women, men and kids.
In 2019 the brand’s parent company was acquired by a pool of Italian investors, who operated the brand through the Design Italia 53 company.
“Add represents an example of Italian excellence in outerwear. With its technical know-how and contemporary design, it perfectly aligns with our industrial vision, allowing us to expand the group’s offerings while maintaining our production identity and pursuing our strategic vision,” said Cristiano and Manuele Musso, managing directors of Space 2000, in a statement.
Space 2000’s managing directors Cristiano and Manuele Musso
Courtesy of Space 2000
The latest owner said it plans to open a new showroom and offices in Milan by the end of 2025. The headquarters will also serve the other brands in the Space 2000 portfolio, which include proprietary firms Bomboogie, Censured, Waxed and Fortown, as well as licensing partnerships on ready-to-wear for backpack-maker Invicta and AI Riders.
Add is currently sold at about 180 boutiques in Italy, 60 in other European countries, and 50 across the U.S. and Asia.
