Roberta Benaglia: "It's the timeless style of Autry sneakers that explains their success with the French"

While most 20-30 year olds know Autry, and even wear them, few know that the brand, recognizable by its Star-Spangled Banner flag on the side, was created in 1982 in Texas by a certain Jim Autry who wanted to make the soles of his tennis shoes more comfortable. Five years later, the American died, his label disappeared... Until four Italian entrepreneurs discovered the history of this shoe and restarted its production. Its success led in 2023 to its acquisition by the transalpine investment fund Style Capital, which boosted turnover from 114 million to 125 million euros the following year.

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Determined to boost its popularity among the French, the brand opened its first boutique in France last May, in the Marais district of Paris. Today, it is opening its second store at 334 rue Saint-Honoré. We meet Roberta Benaglia, CEO of Style Capital.

LE FIGARO. - What does this opening of Saint-Honoré mean for the brand?

Roberta BENAGLIA. - This is an important step, both commercial and symbolic, which reflects Autry's growing strength. We are already present in Parisian department stores, and our strategy is to target the best locations around the world. This choice of Rue Saint-Honoré is our entry into the luxury market and targets an international audience, while our Marais boutique is aimed more at French customers who appreciate our easy-chic attitude. France is our second-largest market after Italy!

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What is the profile of your customers?

We are fortunate to have an extremely diverse clientele, including men and women, from 20 to 60 years old. We dress the daughter like the mother, and the son like the father. Autry is very eclectic thanks to the quality of the product, its comfort, and the fact that its discreet and timeless style allows it to adapt to all aesthetics and all outfits.

What's your next step?

The market slowdown creates opportunities for brands like ours that have the strength to capitalize on it. We recently opened a store in London, which, along with Paris, aims to support our international development. But we plan to establish ourselves in Italy, at home in Milan. It's a small city, but quite saturated with fashion stores. We're waiting for the right address.